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Module code: MARK 1800
Module description
The module offers students a comprehensive introduction to the broad subject area that is marketing. The aim is to give successful students an understanding of the breadth of marketing theory; brought to life by illustrating its practical applications.
Successful students will be able to demonstrate an ability to work with the following core marketing concepts:
- The marketing concept and its functional orientation
- The marketing environment and making sense of markets
- Buyer behaviour and Marketing research
- Market segmentation, targeting and positioning
- Marketing mix planning - including Products, Services, Pricing, Distribution and Communications
- Managing marketing
- Contemporary challenges facing marketers - e.g. e-marketing, ethics and globalisation
The course will provide students with an understanding of how these parts fit together, along with the basic skills needed to get off to a flying start with their studies in the more specialised marketing topics in subsequent years. As a core module in marketing related degrees, a key theme is to illustrate the decisions that face practitioners in their day-to-day work. The module encourages students to reflect on how they would handle such situations in their future careers
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