Principles of Marketing (Postgraduate)

• Credit value: 15 credits at Level 7
• Convenor and tutor: Benedetta Crisafulli
• Assessment: coursework of 4000 words (100%)

This module introduces major marketing concepts and techniques, and aspects of marketing planning and strategy, to students who have not previously studied this subject. It offers introductory insights into the marketing concept, marketing orientation and the changing role of marketing within organisations and the wider society. It also facilitates your understanding of the buying behaviour of consumers and organisations, including how these market actors can be segmented and researched.

Further lectures cover the marketing mix variables, with a nod to the continuing effects of technological and social innovations on elements of the marketing mix. Sessions on marketing strategy and planning and services and not-for-profit marketing complete the substantive content of this module.

The overall focus is on enhancing your appreciation of marketing, as a philosophy of exchange, managerial function and social reality.

By the end of this module, you will:

• understand key concepts in marketing
• have an appreciation of the managerial relevance of key marketing models and frameworks and how these can be used within a broader framework of marketing and
  business strategy
• be able to apply marketing concepts and frameworks in decision-making
• appreciate the challenges faced by marketing in developing and implementing strategies
• have an awareness of the current ethical responsibilities of marketing.