| Unit name | Marketing |
|---|---|
| Unit code | EFIM20013 |
| Credit points | 20 |
| Level of study | I/5 |
| Teaching block(s) |
Teaching Block 1 (weeks 1 - 12) |
| Unit director | Ms. Marini |
| 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 overall aim of marketing is to distort the demand curve in favour of a particular firm. Good marketing requires an understanding of buyer behaviour, market research, marketing strategy and of the communication and distribution resources available to the marketer. This unit explores the underlying theories of consumer and B2B buyer behaviour, in order to provide insight into effective marketing responses. It considers the processes of developing and implications of market research, market positioning, advertising and promotion, as well as 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.
The unit aims to introduce students to the formal study of theories, concepts and practices of marketing, and do develop a critical understanding of the subject.
The unit further aims to develop students’ analytical, creative and decision-making ability in order that they may conceive and develop an effective marketing plan.
Students will gain knowledge and understanding of the theories and concepts that underpin marketing, including those of marketing research and buying behaviour. The scope will include consumer, business-to-business, services and social marketing. The unit will incorporate a critical perspective, and consider particularly the ethics of marketing activity.
The unit will help develop students’ ability to conceive and implement a programme of actions designed to influence a group, skills that are transferable to a number of situations outside the confines of marketing itself.
It will also develop students’ critical thinking and creative skills through the tutorials where students will practise marketing decision-making and problem solving particularly through the use of case studies.
Specifically, by the end of the course students should be able to:
18 hours of lectures; they will have the principal purpose of introducing theories and concepts of marketing. Lectures will also expose students to critical evaluation of management theories and concepts, and the tools and models employed.
18 hours of classes; they will employ a variety of teaching methods, including: discussions based on readings and student experiences; case study work; group and individual exercises.
Formative assignment:
Summative exam (100% of final mark):
3 hour unseen exam based essay style questions will test students’ knowledge and understanding of marketing theory and concepts, critically appraise the major concepts and theories associated with marketing management; select and apply marketing techniques, apply methodologies for assessing and managing the organisation’s marketing capabilities;
