This module provides students with a comprehensive understanding of marketing concepts, philosophy, practice and processes and how to apply these to successfully market an organisation and its products through an appropriate marketing mix. Topics covered include aspects of strategic planning, the market environment, consumer behaviour, branding, pricing and managing marketing channels.

Module Aim

The module aims at providing the students with a comprehensive skill set of marketing concepts, philosophy, practice and processes and their application.

Module Learning Outcomes

Upon completion of this module, the student should be able to:
1.    Explain the core marketplace concepts and the importance of understanding customers.
2.    Assess the role of marketing in strategic planning and how marketing works to create and deliver customer value.
3.    Analyse the environmental forces that affect a company’s ability to serve its customers and how companies can react to the marketing environment.
4.    Discuss how personal, cultural, social and psychological characteristics can influence the buying behaviour of consumers.
5.    Analyse how the marketing information system and marketing research support decision making.
6.    Analyse the four elements of the Marketing Mix Strategy.