Principles of Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4471 | Business | 4 | 10 | Autumn UK |
- Code
- BUSI4471
- School
- Business
- Level
- 4
- Credits
- 10
- Semesters
- Autumn UK
Summary
This module provides a comprehensive exploration of key marketing principles. Topics range from understanding the essence of marketing to strategic marketing planning. Students delve into buyer behaviour and marketing research, gaining insights into effective segmentation, targeting, and positioning strategies. The curriculum covers the management of products, pricing strategies, and the dynamics of marketing channels. Marketing communications and the unique aspects of services marketing are also highlighted. Through these indicative topics, students acquire a well-rounded understanding of essential concepts in the field of marketing.
Target Students
Only available for MSc Management students AND MSc Exchange students.
Classes
- One 2-hour lecture each week for 11 weeks
This module is taught through a series of lectures.
Assessment
- 100% Coursework: 3,000 words. Reassessment is 100% coursework (3,000 words).
Assessed by end of autumn semester
Educational Aims
The aim of this module is to examine the fundamental principles of marketing management. Specifically, introduce the concept of marketing as an approach to business, discuss the nature of marketing strategy, investigate the challenges of managing the marketing mix, and illustrate how understanding and application of the principles of marketing can assist in the strategic management of the firm.Learning Outcomes
Knowledge and understanding: This module develops a knowledge and understanding of:
• Marketing and sales and 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
Other
1. Understand how the marketing plan supports strategic objectives
2. Understand the construction of a marketing plan
3. Be able to construct a marketing plan
4. Understand how to promote the marketing plan in support of strategic objectives
Intellectual Skills: This module develops:
• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately
• 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
• Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills
Professional Practical Skills: This module develops:
• The ability to recognise the need for and initiate change and to be able to manage change
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
• High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience