MM12510 - MARKETING PRINCIPLES

Module Identifier

MM12510

Module Title

MARKETING PRINCIPLES

Academic Year

2006/2007

Co-ordinator

Mr Tony McGuinness

Semester

Semester 1

Other staff

Miss Hege Rossa

Course delivery

Lecture

20 hours per student

Seminars / Tutorials

4 hours per student

Assessment

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%

Learning outcomes

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

Aims

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.

Brief description

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.

Content

What is marketing?
Strategic marketing planning
Consumer decision-making
Market segmentation and targeting
Positioning
Building customer relationships
Product design and branding
Pricing
Promotion
Place

Reading Lists

Books
** Recommended Text
P Kotler, G Armstrong, J Saunders and V Wong (2005) Principles of Marketing, 4th Europe edition,. Prentice-Hall

Notes

This module is at CQFW Level 4