Lecturer: Inci Toral
Introduction and Aims
Marketing is a central component of any postgraduate business course. Its importance lies in the way that, as a functional and strategic imperative, it connects the firm with the customers’ concept of value. Hence, a focus for a range of business activity is borne. This course aims to develop a thorough understanding of the enabling and encompassing role played by marketing within organisations.
Objectives and Learning Outcomes
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Provide an overview of the state and development of core concepts in marketing
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Focus on the core marketing tasks whilst touching on wider applications in the global economy
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Highlight the areas of marketing where general approaches and techniques exist
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Develop ways of identifying marketing problems and solutions
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Analyse marketing strategies and tactics within an businesses
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Understand the marketing planning process
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Derive a marketing strategy from a range of corporate and market information
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Articulate the integrative nature of the marketing mix components
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Appreciate the range of marketing tools as well as their advantages and disadvantages
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Apply the concepts, tools and frameworks learnt to prepare marketing plans
Module Assessment
Examination Component: One 3 hour exam to count for 100%