Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4281 | Nottingham University Business School | 4 | 10 | Full Year Malaysia |
- Code
- BUSI4281
- School
- Nottingham University Business School
- Level
- 4
- Credits
- 10
- Semesters
- Full Year Malaysia
Summary
This module is designed to introduce the fundamental concepts of marketing and to help managers understand the ways in which these may be used in practice. The course examines: understanding the marketing concept; the role of marketing within business and its contribution to business performance and enhancing value; developing marketing strategy; segmentation, targeting and positioning; managing the marketing mix; and planning and implementation. These subjects are taught and debated in such a way as to provide participants with a more critical perspective on modern marketing by encouraging students to evaluate their broader social impact.
Target Students
Only students registered on the MBA programme.
Classes
30 hours contact time over a one-week intensive block Activity : Lecture topics, industrial talks or other relevant module learning activities Number of weeks : 1 Week Number of sessions : 7 per week. Duration of a session : 3 hours (weekday) to 7.5 hours (weekend)
Assessment
- 80% Coursework: 3500 words
- 20% Group Presentation: 20 minutes + 10 mins Q&A with submission of slides
Educational Aims
This module aims to provide an overview of the nature and practice of marketing at both strategic and tactical levels. Students will be introduced to a variety of relevant conceptual frameworks and will be expected to apply these in relation to their own business experience and to a diversity of case studies. The module also aims to develop a critical perspective on modern marketing by encouraging students to evaluate the broader social impact of marketing practices.Learning Outcomes
Knowledge and understanding
This module develops a knowledge and understanding of:
- Markets - the development and operation of markets for resources, goods and services
- Marketing and sales - different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design
- Customers and stakeholders - customer expectations, service and orientation
- The importance of sustainability issues, including an understanding of the challenges and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.
Intellectual skills
This module develops:
- Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions
Professional practical skills
This module develops:
- The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting
- The ability to recognise and address ethical dilemmas, corporate social responsibility and sustainability issues, applying ethical and organisational values to situations and choices
Transferable (key) skills
This module develops:
- Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports
Conveners
- Dr Anita Chakrabarty