This module is a first year foundation module in marketing and intended to introduce students to the subject. The module does not assume that the students have any prior knowledge about the subject. However, an interest in and awareness of marketing practice issues will benefit the students in understanding aspects of the marketing function. While the module introduces the subject to the student, it highlights the diverse contexts of marketing setting - across different firm sizes, at national and international levels and for both goods and services. Particularly, in line with the scheme focus, the module concentrates on marketing issues relevant to entrepreneurial firms. The module examines the marketing concept in the context of entrepreneurship, the marketing environment for new ventures and small firms, the challenges of a regional, local and global marketplace, use of market information and research to understand the marketing setting, strategic marketing planning for new ventures and small firms and the marketing mix and its application for new ventures and small firms. The module will draw upon the marketing and entrepreneurship literature and use theories, concepts and cases to build an understanding and appreciation of the marketing function for entrepreneurial firms.
The main aim of the module is to enable students to develop a critical understanding of the significance of the marketing function and its role and contribution to the development of firms.
As the module is spread over two terms, the learning outcomes are specific to each term. On successful completion of the module, at the end of the two terms, students should be able to:
Autumn Term
Appreciate the fundamentals of marketing, the purpose of the marketing function and its relevance to business and the wider society (A4,B1,B2,B4,C2,C3,C4,C5, D1,D2,D5 );
Obtain a critical understanding of the strategic marketing planning process, the elements of marketing environment and their influence on strategy and operations (A4, B1,B2,B4,C2,C3,C4,C5, D1,D2,D5);
Explore and conceptualise the marketing setting for business to consumer and business to business markets (A4, B1,B2,B4,C2,C3,C4,C5,D1,D2,D5);
Understand the importance of market information and market research for the marketing process and the role of relationship development with customers (A4, B1,B2,B4,C2,C3,C4,C5,D1,D2,D5);
Develop key kills in written communication, use of IT, and improving own learning & performance (D1; D2; D5)
Spring Term
Appreciate the elements of core marketing strategy and the use of segmentation, targeting and positioning for strategy formulation (A4,B1,B2,B4,C2,C3,C4,C5, D1,D2,D5);
Build an awareness and understanding of the tactical elements of the marketing mix, including products, services, distribution, promotion, pricing and sales management (A4, B1,B2,B4,C2,C3,C4,C5,D1,D2,D5);
Understand the application of the marketing concept and elements of the marketing mix in the context of entrepreneurial firms at the start-up and growth stages (A4, B1,B2,B4,C2,C3,C4,C5,D1,D2,D5);
Develop key kills in written communication, use of IT, and improving own learning & performance (D1; D2; D5)