The module provides a critical analysis of key marketing theories and concepts and establishes the role of marketing as a key function of every organisation. Further, it discusses the role of key actors in the practice of marketing. Through the use of case studies and examples from the business world, students will gain an appreciation of the use of marketing tools for decision making and analysis. The students will acquire the skills and the knowledge to diagnose marketing problems and provide actionable solutions.
This module aims to provide students with an in-depth understanding of marketing theories and concepts, and the strategic marketing tools and techniques used in the business world.
By the end of the module students should be able to:
– Understand the role of marketing in a broad economic and social context.
– Understand and relate marketing concepts to the world of business through the use of cases.
– Understand the importance of marketing techniques for firms within the marketplace.
– Demonstrate an ability to use key marketing tools.
– Apply analytical frameworks, tools, techniques and skills to analyse a broad range of marketing contexts and scenarios
Jobber, D. and Ellis Chadwick, F. (2019), Principles and Practice of Marketing, ISBN 978-1526847232
