This module introduces and develops an understanding of the use and application of a number of key marketing principles and tools: market research and analysis; buyer behaviour; physical and mental availability; branding. These practical aspects of marketing are examined in a range of organisational and environmental contexts. Case studies and discussion examples are drawn primarily from the Business to Consumer domain, but Business to Business marketing contexts are also discussed.
Internationalisation: This module is principle based and is applicable in any market, at any stage of development, and case studies and examples are drawn accordingly.
Employability: The module equips you with skills in strategy, analysis, project management and communication, report writing, presentation and team-working.
External Engagement: an external speaker will be invited to bring immediate, first-hand experience of implementing marketing strategy in practice.
Research in Teaching: The module builds on research and scholarship in the field of marketing, in particular well-established frameworks and theories are covered.