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Principles Of Marketing

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Subject Code:

MKT600

Subject Aim:

This subject introduces the cutting edge contemporary marketing concepts and approaches designed for students to develop an advanced appreciation of the key strategic tools available to marketers. It aims to provide critical thinking skills about effective marketing in complex and ever-changing environments. Students will be exposed to knowledge and practical skills to engage in marketing management and strategy of products and services transferable across industries. Applications of IT-derived marketing tools, digital marketing and social media strategies are explored and tested. Ethical considerations as well as evaluation, implementation and control of marketing strategies are covered.

Learning Outcomes:

  • Apply marketing concepts in the context of “real” world examples.
  • Critically analyse, discuss, evaluate and integrate concepts in marketing to develop sound arguments.
  • Analyse the factors that influence buyer behaviour in order to gain insights as a basis for creating customer value.
  • Express and apply key customer-driven marketing strategy decisions including segmentation, targeting and positioning.
  • Gain skill and knowledge to understand, assess and develop practical marketing plans for different businesses in various industries.

Student Assessment:

Exams will take place in weeks 15 & 16. Please refer to the official Exam Timetable for further information.

For detailed instructions see the Moodle site.