Marketing management

This course introduces students to the fundamental principles of marketing and marketing management.

The approach taken in this course will enable students to gain a broad understanding of the theoretical and practical issues surrounding marketing decision making.

  • General introduction
  • An overview of marketing history and theory
  • The marketing environment
  • Consumer behaviour
  • Organisational buyer behaviour
  • Market segmentation, targeting and positioning
  • Customer relationship marketing (CRM)
  • Branding and product development
  • Product innovation and the life-cycle approach.
  • Promotion
  • Pricing
  • Distribution
  • Corporate social responsibility (CSR)

If you complete the course successfully, you should be able to:

  • discuss the function and effect of advertising/promotion from an organisational perspective
  • describe the pricing behaviour of firms in an uncertain environment where information may be limited or wrong
  • describe and analyse the marketing behaviour of firms and consumers
  • Kotler, P. and G. Armstrong. Principles of marketing. (Harlow:Pearson, 2017) seventeenth global edition [ISBN 9780273752431].
  • For full details, refer to the reading list on the VLE

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