Course Description
Throughout these modules, students will learn key marketing concepts including the principles of marketing, the marketing planning process and marketing environmental analysis. In these modules, students will learn how to analyse the marketing environment by using tools such as PESTLE, Five-Forces, SWOT Analysis, Porter’s Value Chain and Marketing Plan Templates. Students will examine current marketing practice in a diverse range of marketing contexts, and be introduced to the marketing functions required to establish competitive positioning and manage marketing decisions in the firm. T hese modules will provide students with the skills to effectively evaluate, manage and design the marketing function and contribute to a firm’s future marketing direction through applying modern marketing thought.
Learning Outcomes
- Critically analyse and evaluate internal and external marketing environments, and stakeholder and customer relationships in a diverse range of marketing scenarios.
- Undertake research to understand marketing theories, concepts, and techniques for designing marketing and risk management plans in a variety of marketing situations.
- Design competitive positioning, branding and marketing strategies for real-world events.
- Develop a high-level mastery in marketing skills and professional conduct required for market planning in diverse marketing contexts.
- Critically evaluate and synthesize information from a wide range of sources to demonstrate research skills, show initiative in consulting the academic literature and demonstrate the capacity to document the research outcomes in marketing with sound analysis and recommendations.