This module covers:
- The importance of the business environment as dynamic and constantly changing and the significance of marketing in this context
- An overview of the development of marketing in the context of economic and social change
- The marketing process, marketing strategy and the marketing mix
- Elements of marketing theory and the relationship between theory and marketing practice
- The consumer society and the impact of marketing
- An overview of retailing and of some current issues/trends in retailing
To achieve credit for this module, students should be able to:
- Explain the role of marketing in a business and various aspects of marketing strategy and management
- Relate marketing theory to practical marketing situations
- Discuss aspects of consumer behaviour and understand the notion of a consumer society and the impact of marketing on society
- Demonstrate a broad understanding of retailing
|Coursework||Individual market audit coursework (1000 words)||70%|
|Coursework||Group presentation (20 minutes)||30%|
Students should be familiar with the content of at least one of the following:
- Baines, P., Fill, C. and Page, K. (2011). Marketing. (2nd edition). Oxford University Press.
- Baines, P. and Chansarkar, B. (2002). Introducing Marketing Research. John Wiley and Sons.
- Ball, K., Preston, D., Watson, G., Myers, F., Schaefer, A. and Marrington, P. (2010). Different Ways of Looking at Businesses. The Open University. Milton Keynes.
- Varley, R. and Rafiq, M. (2004). Principles of Retail Management. Palgrave Macmillan.
- Brassington, F. and Petitt, S. (2006). Principles of Marketing. (4th edition). Pearson Education.
- Lincoln, K. and Thomassen, L. (2009). How to Succeed at Retail: Winning Case Studies and Strategies for Retailers and Brands. (2nd edition). Kogan Page.
- Tungate, M. (2008). Branded Male: Marketing to Men. Kogan Page.
- Harvard Business Review
- RSS Feeds from Retail Week
- RSS Feeds from the Grocer