Principles and Practices of Marketing (Management MSc)

Module code: MN7563

Module co-ordinator: Dr Andrea Davies

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 students will be able to:

• Comprehend the relationships between theories in/of marketing and practices in/of marketing
• Summarise and analyse the foundational principles of marketing and apply these appropriately to a broad range of case studies
• Comprehend and evaluate the historical development of marketing theory and practice
• Evaluate the role of marketing within a social context
• Analyse the role of frameworks in the development of marketing strategy
• Analyse the nature of a market orientation and evaluate its appropriateness for differing contexts
• Evaluate the approaches to segmentation and targeting
• Apply reasoned arguments in the development of an appropriate and sustainable marketing mix
• Evaluate and apply the foundational models used within marketing to examine customer behaviour
• Identify and locate the core literature within the marketing discipline and be aware of the literature outside of the discipline that provides commentary on the discipline and marketing practice
• Employ commercial marketing databases (GMID, Keynote & Mintel) to obtain and evaluate marketing information
• Work effectively to analyse the marketing components of a case study
• Present their ideas coherently