| Unit name | Markets and Marketing |
|---|---|
| Unit code | EFIM10017 |
| Credit points | 20 |
| Level of study | C/4 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Dr. Rogers |
| Open unit status | Not open |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
The aim of the unit is to explore the concept of ‘markets’ from two angles. Firstly, from an economic perspective it reflects upon the structure of markets, how they work and the factors that affect demand and supply. From a marketing perspective it reflects upon the range of stakeholders associated with any given market and the function that marketing fulfils for organisations, customers and consumers. In this way, not only does it provide an introduction to the basic concepts associated with two key areas of study; Economics and Marketing, it also highlights links between the fields of study eroding the tendency of students to ‘siloise’ their view of subjects studied within their programme.
On completion of this unit students will be able to:
1) Recognise the concept of a ‘market’ as a multi-dimensional construct
2) Analyse the range of factors that affect supply and demand
3) Reflect upon the range of stakeholders that operate within a given market and appraise the range of needs/wants they are seeking to satisfy.
4) Evaluate the role of marketing practice and its relative ability to identify and respond to market needs.
5) Reflect upon the ethical issues associated with marketing and its efforts to create market demand.
6) Develop effective team-working, communication, presentation, written and oral, and planning skills.
Asynchronus lectures weekly. Weekly small group session or plenary sessions. Drop in session will be offered
Formative mid-term group presentation. Individual assignement 3000 words (which will incorporate the feedback from the group presentation) - 100%
There is no single textbook for this course. Material will be drawn from a range of Economics and Marketing textbooks as well as academic papers and practitioner reports. Preparatory reading will be available through Blackboard using the Library reading list software.
