MKT4004D Marketing
Academic Year 2023/2024
This course will introduce the theory and key elements of marketing practice. It is taught from an applied viewpoint, in the context of the contemporary business environment. It is intended to provide a general framework for approaching current marketing issues. This course goes beyond the 4Ps (the marketing mix – price, product, promotion and place) to introduce recent insights drawn from new technologies, services marketing and relationship marketing and reflect on topical perspectives such as marketing ethics and postmodernism. This course views marketing as a series of connections, therefore, subjects and themes will link and tie into one another and as a result, you will come to understand marketing from a rounded, holistic perspective. Effective decision making and problem solving processes are also introduced by considering current business topics and case studies.
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Curricular information is subject to change
Learning Outcomes:
At the end of this module you will be able to:Select and use appropriate decision support tools to assess marketing situations;Identify, locate and evaluate information relevant to marketing decision-making;Apply marketing principles effectively to develop appropriate marketing strategies, processes and tactics in specific situations;Assess the general effectiveness of marketing strategies, processes and tactics.
Lectures |
12 |
Specified Learning Activities |
60 |
Autonomous Student Learning |
100 |
Total |
172 |
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Requirements, Exclusions and Recommendations
Not applicable to this module.
Module Requisites and Incompatibles
Equivalents:
Strategic Management (BMGT4002D)
Assessment Strategy
Continuous Assessment: Group Project |
Unspecified |
n/a |
Graded |
No |
40 |
Assignment: Final Individual Reflection |
Unspecified |
n/a |
Graded |
No |
50 |
Attendance: Class Participation |
Unspecified |
n/a |
Graded |
No |
10 |
Carry forward of passed components No
Feedback Strategy/Strategies
• Group/class feedback, post-assessment
How will my Feedback be Delivered?
General feedback is provided to students on all their submitted assessment components.
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Lecture |
Offering 1 |
Week(s) - 0, 4, 8 |
Sat 09:00 - 12:15 |