|Module Title||MARKETING RELATIONS|
|Co-ordinator||Mr Iain McDougall|
|Semester||Semester 2 (Taught over 2 semesters)|
|Assessment||Assignment||Marketing assignment Outcomes assessed: 3, 4||70%|
|Exam||1.5 Hours Outcomes assessed: 1, 2||30%|
Analyse the competitive environment in which the business operates.
a) Analyse the interactions of market forces.
b) Identify and evaluate how the business environmental forces affect marketing.
c) Plan and carry out a situation audit.
Market forces: economic, political, cultural, legislative, technological, implications for organisations of change in these forces.
Analytical techniques: use of indicators as predictors of market size and trends.
Data and survey planning: types and sources of data: sampling methods.
Identify customers and understand their behaviour.
a) Identify and evaluate criteria used to segment markets.
b) Identifying your customer and evaluating their behaviour.
c) Analyse features of consumer, industrial and service markets.
Segmentation: social, economic, demographic and location classification systems: lifestyle and industrial classification.
Buyer behaviour: models of purchase behaviour and decision making units.
Loyalty and image: initial and repeat purchase patterns, brand recognition and preferences.
Evaluate the competitive process and identify competitive strategies.
a) Identify competitive strategies likely to generate successful results.
b) Define and evaluate the marketing mix.
c) Examine the ways in which businesses respond to competition.
Strategies: identifying and selection of competitive strategies, resources required and expected outcomes.
Marketing mix: product, price, distribution and communication policy.
Market structure: competition, market access.