The development of the marketing ethos has had a major impact on organisations. Public and private, manufacturing and service, for profit and non-profit, organisations have in the main responded to the challenges of competition by adopting a customer-focused approach to their business. As students of business and management you must be aware of the activities associated with the marketing function and also be able to use the core lessons of marketing in a managerial career.

7 x 2 hour lectures

2 x 2 hour tutorials

None

None

1. Written assignment, including essay; Individual; 1300 words; 75%; ILOs 1-2.

2. Oral assessment & presentation; Group; 10 minutes; 25%; ILOs 1,3.

This course aims to equip students with a core knowledge of Marketing, which they can use in a managerial role in any of their industries (e.g. Engineering). Students will be able to analyse theories and concepts about marketing, and to show how these relate to all aspects of the management role. The course utilises case studies and real-life examples from a variety of industries to aid students evaluate marketing desitions.

By the end of this course, students should be able to:

1. Explain the role of marketing in the success of a company.

2. Investigate the need to differentiate and position offerings in the marketplace.

3. Evaluate the decisions related to the marketing mix (product, price, place, promotion).