|Prerequisites for Module|
None in addition to SCQF 7 entry requirements or equivalent.
Aims of Module
The aim of this module is to provide students with the ability to engage with, and apply, the basic concepts and principles driving contemporary Marketing management.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
||Understand and discuss the basic concepts, principles, theories and processes which apply in marketing. |
||Analyse the key concepts of the marketing mix, its component parts, market segmentation, targeting and positioning|
||Demonstrate an understanding of the importance of effective integrated marketing communications.|
||Explore and apply the key concepts behind planning,implementation, control and evaluation in a marketing context.|
Indicative Module Content
The module covers the following topic areas: the marketing environment; development of the marketing concept; market segmentation; targeting; positioning; an in-depth study of the marketing mix (including the extended mix for services); buying behaviour of individuals/organisations; methods of market research; new product development and product planning; branding; pricing; distribution; integrated marketing commmunication; implementation and control. This all focuses on the importance of an integrated marketing approach. This is considered in line with the changing business contexts whilst addressing the need for both digital integration and appreciation of ethical and social issues.
|Indicative Student Workload|
Mode of Delivery
The module will be delivered through a combination of formal lectures and tutorials, where the key concepts will be reinforced through directed reading of the set texts, case studies and practical exercises.
||Learning Outcomes Assessed|
|Component 1 ||1,2,3,4|
100% weighted Exam
|1.||BAINES, P., FILL, C., ROSENGREN, S., and ANTONETTI, P., 2017. Fundamentals of Marketing. Oxford: Oxford University Press.|
|2.||JOBBER, D. and ELLIS-CHADWICK, F., 2016. Principles and practice of marketing. 8th ed. London: McGraw-Hill Higher Education.|
|3.||ARMSTRONG, G.,KOTLER, P., and OPRESNIK, M. 2016. Marketing: An Introduction. Boston: Pearson.|