|Prerequisites for Module|
None in addition to course entry requirements or equivalent.
Aims of Module
To develop in learners a depth of understanding and application of the principles and practice of marketing, with the ability to analyse, solve problems and undertake effective marketing decision making.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
Indicative Module Content
The marketing system in context of the other business functions, and assessing its relevance in terms of both the internal and external environments. Consumer and organisational buying behaviour. Segmentation, targeting and positioning. The marketing mix. Marketing information systems, including marketing research, market measurement and forecasting. The marketing of services and not for profit marketing. Personal selling and sales management. Planning evaluation and control.
Indicative Student Workload
|Mode of Delivery|
Taught Mode (T) The module is delivered in Taught Mode by lectures, interactive group work, case study tutorials and directed self-study.
Distance Learning Mode (DL) The module is delivered in Distance Learning Mode by self directed learning from paper-based or web-based learning materials, supported by seminars and/or on-line support.
A 50% Weighted Coursework covering Learning Outcomes 1 and 2
A 50% Weighted Coursework covering Learning Outcomes 3 and 4