| Unit name | Marketing |
|---|---|
| Unit code | MGRCM2408 |
| Credit points | 10 |
| Level of study | M/7 |
| Teaching block(s) |
Academic Year (weeks 1 - 52) |
| Unit director | Dr. Doherty |
| Open unit status | Not open |
| Pre-requisites |
For those students currently enrolled on the MSc in Strategic Management, none. For students enrolling on the programme from October 2007: MGRCM1401 - The Context of Strategic Management & MGRCM1402 - Strategy and Strategic Management |
| Co-requisites |
None |
| School/department | School of Economics, Finance and Management |
| Faculty | Faculty of Social Sciences and Law |
Marketing can be regarded as an operational function or a strategic way of thinking that impacts on every level of organizational activity. Whichever perspective is held, the growing complexity of most businesses focuses the need for managers from every field to employ marketing concepts in assessing the performance of their organisation in a changing environment. This unit explores the underlying theories of buyer behaviour in order to provide insight into effective marketing responses. It considers the processes of developing and implementing a marketing strategy, and in doing so investigates theoretical and practical implications of market research, market positioning, advertising and promotion, as well as considering the particular difficulties of marketing services, building brands and of developing long-term relationships with customers. Students following the course will learn the key elements of producing a marketing plan.
