|| MMM3310 |
|| MARKETING PRINCIPLES |
|| 2004/2005 |
|| Professor Nicholas S Alexander |
|| Semester 1 |
| Course delivery
|| Lecture || 4 Hours |
|| Seminars / Tutorials || 20 Hours |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||2 Hours ||80%|
|Semester Assessment|| Group report limited to 2,000 words||20%|
|Supplementary Exam||2 Hours ||80%|
|Supplementary Assessment|| Individual report limited to 2,000 words||20%|
Learning outcomesOn successful completion of this module students should be able to:
By the end of the course, students will be able to:
Provide an understanding of marketing principles.
Provide an understanding of the role of marketing within a business.
The course aims to establish an understanding of the Marketing function. It takes students through the Marketing process while establishing the principles that underpin aspects of Marketing.
The emphasis throughout is on the application to current business issues and practice. Students will be encouraged to read around the subject with a focus on current articles to show the reality of the issues and the challenges organisations face.
Marketing is a fundamental business philosophy. The Marketing discipline underpins the commercial activities of all businesses. It provides a structure within which business respond to their customers' needs and wants. It is an essential tool for the manager of any business. This module introduces the essential components of marketing and the principles on which marketing is based.
The Role of Marketing
The role of marketing within business and the commercial environments.
The Marketing Environment
Those factors that influence a business in its micro and macro environments.
The process of market research and environmental scanning. The data collection and analysis process.
The identification of the market and customer. The factors influencing consumer behaviour. Behavioural differences in business-to-consumer and business-to-business markets.
The basis for market segmentation. The importance of market segmentation in product positioning.
Managing the marketing mix and marketing mix elements. The organisational role of the marketing mix.
Journal articles will be recommended for further study.
** Recommended Text
Jobber, D (2001) Principles and Practice of Marketing,
3rd edition. McGraw-Hill
Lancester, G (1993) Essentials of Marketing,
2nd edition. McGraw-Hill
Mercer, D (1992) Marketing,
Zikmund, W G and M D'Amico (1998) Effective Marketing, Creating & Kekeping Customers,
2nd edition. South Western Publishing
** Essential Reading
Kotler, P and G Armstrong (2004) Marketing: An Introduction,
7th European Editiion,. Prentice Hall
This module is at CQFW Level 7