Principles of marketing

Описание мероприятия

Описание программы

This course introduces students to the fundamental principles of marketing and marketing management. The approach taken in this course will enable students to gain a broad understanding of the theoretical and practical issues surrounding marketing decision making.

This course aims to:

• introduce students to the fundamental principles of marketing.
• give students a broad understanding of consumers and the marketing behaviour of firms.
• explore the relevance of other academic disciplines to marketing.
• encourage students to question the limitations of marketing management and to suggest ways of overcoming its many problems.
• develop students’ practical skills by applying learned theories to real-world organisational problems.

Assessment

This course is assessed by a three-hour unseen written examination.

Учебный план:

• An overview of marketing history and theory
• The marketing environment
• Consumer behaviour.
• Organisational buyer behaviour.
• Market segmentation, targeting and positioning
• Customer relationship marketing (CRM).
• Branding and product development.
• Product innovation and the life-cycle approach.
• Promotion
• Pricing
• Distribution
• Corporate social responsibility (CSR)

Результат обучения:

The course is ideally suited for those who wish to develop a sophisticated and critical understanding of marketing. At the end of this course and having completed the essential reading and activities students will be expected to:

• discuss the function and effect of advertising/promotion fr om an
• organisational perspective
• describe the pricing behaviour of firms in an uncertain environment
• wh ere information may be limited or wrong
• describe and analyse the marketing behaviour of firms and consumers

Требования к поступающим:

If taken as part of a BSc degree, courses which must be passed before this course may be attempted:

• EC1002 Introduction to economics or
• SP2079 Elements of social and applied
• psychology.