Essentials of Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4646 | Business | 4 | 10 | Spring UK |
- Code
- BUSI4646
- School
- Business
- Level
- 4
- Credits
- 10
- Semesters
- Spring UK
Summary
This module offers a comprehensive exploration of key marketing principles, covering fundamental aspects of the field. Starting with an inquiry into 'What is Marketing' and an examination of the Marketing Environment, the curriculum progresses to Consumer Behaviour, delving into the psychological and social factors influencing purchasing decisions. Research and Insight provide the foundation for strategic decision-making, followed by a focus on Segmentation, Targeting, and Positioning for effective market positioning. The module addresses crucial elements such as Products and Innovation, Pricing strategies, and the dynamics of Channels and Partnerships. Communication and Promotion strategies are explored, along with the development of overarching Strategy and Planning. Lastly, the module considers the significance of Relationships and Responsibility in marketing, providing students with a holistic understanding of key marketing concepts and practices.
Target Students
Only students registered on the MSc Civil Engineering with Management degree 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.
Assessed by end of spring 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
This module develops a knowledge and understanding of:
· 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
· Understand how the marketing plan supports strategic objectives
· Understand the construction of a marketing plan
· Be able to construct a marketing plan
· 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
Conveners
- Dr Samuel Ogundipe