MBA module
Lecturer: Peter Hyde
Introduction and Aims
Marketing is a central component of any MBA 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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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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present solutions, in class, to marketing dilemmas
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work in multi-cultural teams on marketing projects
Method of Assessment
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Individual assignment 3,000 words (50%)
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Group presentation/ report 1,000 words (25%)
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One class test (25%)