Abstract
Marketing is used by managers to identify and develop markets and align the organisation's resources to achieve its business goals. The key focus of marketing activity is to research and develop an understanding of the needs and wants of consumers and the evolving nature of markets in a complex, diverse … For more content click the Read More button below.
Syllabus
Introduction to contemporary marketing practice;The marketing environment: Market based trends and issuesMarket research;Markets; customers and consumers;Segmentation, targeting and positioning;Digital marketing; andThe contemporary marketing mix including brand management
Learning outcomes
Upon successful completion of this subject, students should:
1.
be able to assess and explain the nature of marketing practice in organisations;
2.
be able to find and evaluate relevant and important information about organisations, their industries and marketplaces from secondary sources;
3.
be able to apply the elements of the marketing mix including brand management to a range of audiences within business to business (B2B) and/or business to consumer (B2C) markets, and make recommendations for decision makers;
4.
be able to evaluate the key marketing concepts of segmentation, targeting and positioning (STP) and analyse an organisation's approach to STP; and
5.
be able to identify and critically evaluate how mega trends and issues related to digital transformation, society, sustainability and business ethics might affect marketing strategy and tactics.
Enrolment restrictions
Postgraduate students only. Not available to students who have completed MBA503, MKT531 or MKT571.