MARKETING (ONLINE)

Description

This module is designed to provide MSc students with a rigorous theoretical framework for analysing and understanding Marketing in national and international contexts. Integrating theoretical concepts and models with practical application, students explore the contribution that Marketing can make to successful businesses and multi-national enterprises (MNEs). Theory and case studies from the UK and across the globe are used to analyse environmental conditions, marketing competition, consumer behaviour, marketing strategy, marketing planning, tactics and operations, and the growing influence of technology. Indicative content includes: Marketing Environment. Consumer Behaviour. Segmentation, Targeting and Positioning. Marketing tactics and channels. Relationship Marketing. Marketing Research. To examine Marketing strategies employed by businesses in national and international contexts. To develop an understanding of the key theoretical concepts of Marketing. To apply Marketing concepts to real business cases. Attributes Developed 001 Appreciate the scope and character of marketing in today's dynamic markets. K 002 Synthesise knowledge of marketing strategy, marketing operations and tactics and apply concepts to national/ international case studies. KCP 003 Accurately identify and apply relevant marketing related theories within different contexts. KCP 004 Apply decision-making skills related to marketing. PT 005 Demonstrate the ability to formulate and present a concise, insightful analysis which exposes issues logically and coherently. KPT