Principles and Practices of Marketing (Marketing MSc)

Module code: MN7281

Module Outline

This module presents the concepts of marketing in all types of organisations; promotes understanding of interrelationships between the marketing mix elements and an appreciation of marketing in a strategic sense.

At the end of this module, successful students will be able to:

  • Summarise the foundational principles of marketing and apply these appropriately to a broad range of contexts
  • Analyse the role of frameworks in the development of marketing strategy and the drawing up of marketing plans
  • Evaluate approaches to segmentation and targeting
  • Apply reasoned arguments in the development of an appropriate and sustainable marketing mix
  • Identify and locate the core literature that provides commentary on the discipline and practice of marketing
  • Employ commercial marketing databases to obtain and evaluate marketing information
  • Work effectively in teams to analyse the marketing components of case studies representing a variety of international contexts
  • Present their ideas coherently to their peers
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