| CODE | MRK1100 | ||||||||
| TITLE | Introduction to Marketing Concepts | ||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | In its simplest form, marketing is the bridge between customers and products or services. Marketers must know how to study and analyze markets and their environment. Tools include: marketing research methods, consumer and industrial buying behavior models, competitive strategy principles, and market segmentation techniques. Based on this market analysis, marketing managers recommend the appropriate marketing mix, consisting of decisions about product, price, channel, and promotion (integrated marketing communication). Understanding what options are available and how to choose is integral to the role of the marketing manager. By introducing foundational concepts it familirzes students with a number of key theoretical principles and presents key marketing frameworks and tools of analysis. Study-unit Aims: The focus of this study-unit is to provide students with an understanding of marketing as a discipline and as an orientaion to business. It introduces, general marketing theories and concepts. It highlights the relevance of understanding the competitive and broader market environement in which the business operates. It introduces key foundational marketing frameworks and and trains students to apply these tools to business. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Define the meaning of marketing and its core underlying principles; - Assess a company's marketing orientation to business; - Analyse the company's market and competitive environment; - Plan a company's market offering by applying the Marketing Mix tool; - List the difference between products and services; - Analyse a product/ service by applying appropriate marketing frameworks, such as the 'Levels of the - Product tool'; 'Product-Life Cycle tool; - Name the basic Pricing strategies, Promotion techniques and Distribution methods; - Name target markets and apply key market segmentation variables. 2. Skills By the end of the study-unit the student will be able to: - Apply foundational marketing tools and frameworks to a business; - Use analytical tools and reasoning skills for strategic decisions; - Show skills at writing a marketing plan, orally presenting a marketing plan,working in a management group context, and multicultural competencies; - Plan or re-position a company's market offering to target potential market segments. Main Text/s and any supplementary readings: Core Textbook: - Kotler, P.; Armstrong, G. (2012) Principles of Marketing. Prentice Hall. Additional reading: - Journal of International Marketing - Journal of Marketing - European Journal of Marketing - International Journal of Research in Marketing - Journal of the Academy of Marketing Science. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Miriam Pocock |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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