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.
- 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