The course introduces students to core concepts of marketing management, including competitive strategies, customer behaviour and contemporary developments of marketing. Contemporary developments within marketing will be interwoven into lectures, such as exploring ethics in digital marketing or discussing the role of sustainability in marketing strategies.

The structure of this course is as follows; lectures, pre-lecture and post-lecture tasks, tutorials using a case study for debates and discussion, tutorials session whereby students have formative feedback opportunities for their assessment draft. The course introduces international perspectives with a focus on international brands and develops research skills to enhance employability.

10 x 1 hour lectures

10 x 2 hour tutorials

10 x 30 minutes/1 hour of online lecture videos

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1. Written assignment, including essay; Individual; 3000 words; 50%; ILOs 2-5.
2. Written assignment, including essay; Individual; 500 words; 50%; ILOs 1-5.

The aim of the course is to:

■ Develop an understanding of core theories/frameworks/concepts and contemporary issues in marketing

By the end of this course students will be able to:

1. Evaluate the core and the contemporary issues in marketing and its potential impact on marketing strategy.

2. Analyse the relationship between consumer behavior and marketing practices including pricing, promotion, distribution and product strategies. 

3. Apply competitive positioning strategies, in relation to segmentation, targeting and positioning. 

4. Analyse and appraise the impact of marketing strategies for achieving business goals.

5. Develop independent learning skills.