Course Resources Archive
CMS301: Marketing
| Module Title | Marketing |
|---|---|
| Module Code | CMS301 |
| Module Tutor | Mike Flynn |
| School | Business and Management |
| CAT Points | 10 |
| Level of Study | 6 |
| Pre-requisites | None |
| Co-requisites | None |
| Restrictions | None |
| Brief Description | This module introduces the student to both the practice and theory of marketing. It provides: (1) an introduction to the philosophy and fundamental tools of marketing; (2) an understanding of the ways in which marketing activities in a variety of types and sizes of organisation are capable of being planned, implemented and controlled; and (3) opportunities for students to specify and justify innovative strategic marketing solutions. The module presents and reinforces the salient theoretical and conceptual arguments that underpin a market-driven approach to marketing. The module uses the student¿s own consumer experiences and reflections as well as case studies in a wide variety of contexts including the services, private and not for profit sectors, and consumer and industrial markets. |
| Indicative Syllabus | Philosophy of marketing; the macro, micro and internal marketing environment; marketing planning process & controls; buyer behaviour; market research; segmentation, targeting & positioning; the functional area strategies to compete in the selected product market (product, services, promotion, price and place); generic strategies; and performance improvement tools. Students will be inducted into the expectations of the learning approach being adopted for the programme. |
| Learning Outcomes | i) Knowledge and Understanding: By the end of the module, students should be able to:a) Identify the key philosophical and behavioural drivers of a market-oriented firm b) Analyse the marketing environment, identify key contextual and competitor factors and understand their impact upon marketing decisions. Conduct a detailed marketing audit c) Recommend appropriate bases for segmentation, identify and justify choice of target markets and develop a marketing positioning. d) Differentiate between consumer and organisational buyer behaviours e) Identify and demonstrate the relationships between the components of the marketing mix f) Understand and critically appraise a wide variety of marketing techniques, concepts and models. g) Identify generic elements of competitive advantage. h) Demonstrate an in-depth knowledge of marketing planning processes. i) Develop appropriate control and contingency plans. ii) Skills: By the end of the module & or tutor guided independent study and learning students should have developed skills in:a) Communication and literacy: Developed through discussion, written work and presentations. b) Problem solving and numerical skills: Will be developed through the use of case studies.c) Independent learning and working: Via directed reading, WebCT-based tests, and case studies.d) Working with others: Small group activities via case studies. e) Information and Communications Technology: Use of WebCT, Internet and spreadsheets |
| Learning and Teaching Activities | Staff/WBL tutor/student contact: 20 hours consisting of a mix of lectures and tutorials with case work. |
| Assessment (For further details see the Module Guide) | 01: 40% Coursework: WEBCT Multiple Choice Test 02: 60% Coursework: 3000 word Group Marketing Plan |
| Special Assessment Requirements | None |
| Indicative Resources | The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide. |
Company Registration Number 06023243. VAT Number GB 886 1439 87.
Connect with us:
