Marketing Concepts

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

• Provide an overview of the state and development of core concepts in marketing
• Focus on the core marketing tasks whilst touching on wider applications in the global economy
• Highlight the areas of marketing where general approaches and techniques exist
• Develop ways of identifying marketing problems and solutions
• Analyse marketing strategies and tactics within an businesses
• Understand the marketing planning process
• Derive a marketing strategy from a range of corporate and market information
• Articulate the integrative nature of the marketing mix components
• Appreciate the range of marketing tools as well as their advantages and disadvantages
• Apply the concepts, tools and frameworks learnt to prepare marketing plans

Module Assessment

Examination Component: One 3 hour exam to count for 100%