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Semester 1

Marketing (BUST08004)

Subject

Business Studies

College

CAHSS

Credits

20

Normal Year Taken

2

Delivery Session Year

2023/2024

Pre-requisites

Visiting students must have completed at least 1 introductory level Business Studies course at grade B or above for entry to this course. We will only consider University/College level courses.

Course Summary

Marketing is both a managerial activity and a pervasive social phenomenon which we experience first-hand on a daily basis. Building on the introduction to marketing presented in the first-year courses, this course offers you the opportunity to develop your understanding of marketing theory and practice, and its managerial and societal implications.

Course Description

Specifically, the course provides a critical review of key marketing concepts, theories and current practices, relating these to changes in the marketing environment. It addresses the nature and scope of marketing, consumer and business markets, and customer relationship management. Issues related to product, services, innovation, price, distribution and marketing communications are addressed, with emphasis placed on how the rise of digital marketing, globalisation and focus on society have challenged traditional theories and practice of marketing. Outline Content The course will cover topics such as: - Introduction: Nature and Scope of Marketing - Managing the Marketing Mix - Consumer Markets - Business Markets - Customer Relationship Management - Market Offerings: total product, services, innovation - Pricing Strategies - Marketing Channels and Retailing - Marketing (and Digital) Communications - International Marketing - Sustainability / Societal Marketing - Review and Revision Student Learning Experience Lectures present critical overviews of key concepts, processes and debates within marketing, relating theories to a wide range of current international examples. Lectures incorporate videos, marketing materials and examples to illustrate concepts, provide insights into practice, or stimulate thought and discussion about particular issues. The tutorials will allow students to delve further into the topics through applied cases and exercises.

Assessment Information

Written Exam 60%, Coursework 40%, Practical Exam 0%

view the timetable and further details for this course