Course Resources Archive

This module will introduce students to a systematic approach to marketing decision-making using a planning framework. With the aid of contemporary theory and case studies, the module will explore each stage in the marketing planning process from appraising the firm's current situation through to objective setting, formulating and evaluating alternative marketing strategies and making them operational via an integrated marketing mix.  Students will be encouraged to explore the practical application of concepts and techniques in a variety of marketing contexts and to reflect on their usefulness.

1. The meaning and scope of modern marketing, including marketing's role as a driving philosophy of business and as a means of achieving organizational goals through a process of delivering superior value to customers.
2. What it means to be "market-orientated" and how this differs from other orientations to the marketplace.
3. Market dynamics and how these affect strategy formulation, implementation and Planning.
4. The value of brands and branding and how brand equity can be created and sustained.
5. Approaches to measuring and managing marketing performance, including an examination of marketing's critical interfaces with other business functions.
6. The challenges and opportunities presented by contemporary issues such as e-marketing, sustainability, marketing ethics and societal marketing.

A student passing this module should be able to:

1. Discuss the nature and scope of the marketing manager's role and appreciate marketing's potential contribution to organizational effectiveness;
2. Explain key marketing concepts, theories and techniques for analyzing a variety of marketing situations and formulating marketing strategies;
3. Discuss the issues to be managed in building and sustaining strong brands and brand portfolios and evaluate the impact of marketing mix decisions on the creation and maintenance of brand equity;
4. Apply introduced frameworks, concepts, tools and techniques to the analysis of marketing situations, environmental forces and resolution of marketing problems in a variety of contexts;
5. Identify and critically evaluate methods of evaluating marketing performance;
6. Appraise the financial performance of a business entity using a range of performance indicators and other relevant information;

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.