|| MM12510 |
|| MARKETING PRINCIPLES |
|| 2004/2005 |
|| Mr Tony McGuinness |
|| Semester 1 |
| Course delivery
|| Lecture || 20 Hours |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||2 Hours ||80%|
|Semester Assessment|| 1 piece ||20%|
|Supplementary Exam||2 Hours ||80%|
|Supplementary Assessment|| One piece of coursework (previous assessment carries over if marked at 40% or over)||20%|
On successful completion of this module students will:
have a clear understanding of the key concepts of marketing, and of how these concepts are related to each other within theoretical frameworks;
have developed skills in the descriptive application of marketing theory - by using it to describe and try to understand the marketing behaviour of consumers and firms
have developed skills in the prescriptive application of marketing theory - by using it to evaluate and make recommendations about the marketing behaviour of consumers and firms
This module is the first in a series that deals with the theoretical and methodological core of marketing, and with the implications of marketing for management and business organisation in a chnaging environment.
The aim is for students to become confident, motivated and capable of developing their personal understanding and skills in the theory and practice of marketing.
This module introduces students to the language and concepts of marketing theory, and to how they apply in the real world. It provides the foundation of knowledge and comprehension that students need to progress to higher levels of learning: application; analysis; synthesis; and evaluation.
What is marketing?
Strategic marketing planning
Market segmentation and targeting
Building customer relationships
Product design and branding
P Kotler, G Armstrong, J Saunders and V Wong (2001) Principles of Marketing,
3rd Europe edition, Prentice-Hall
This module is at CQFW Level 4