MARKETING PRINCIPLES (ACCREDITED)

Description

The module examines the role of Marketing in organisations with an emphasis on the importance and development of marketing strategies. The core objective of many businesses is to attract and retain customers in a competitive environment, with the role of marketing focussing on customers. This module introduces students to the core principles of the discipline and provides and underpinning to later elective modules. - Introduction to marketing - The marketing environment - Marketing Strategy - Consumer Behaviour - Market segmentation, targeting and positioning (STP) - The marketing mix, use of 4ps and 7ps - Marketing ethics and social responsibility - Digital marketing & Relationship marketing - Market research Critically evaluate marketing strategies and apply relevant marketing models, theories and concepts Examine the practical marketing application in the context of organizations and society Comprehend the key issues in marketing and provide a solid foundation for further study in this area Attributes Developed 001 Demonstrate an understanding of core marketing principles K 002 Practically apply marketing models, theories and concepts KT 003 Successfully access and analyse information from a wide range of resources C 004 Identify and evaluate marketing objectives and strategies CK 005 Organise and communicate ideas clearly PT