Main Aim(s) of the Unit:

This is an introductory course in Marketing that will explore marketing decision making within an organization using an applied framework of marketing planning and control.

Main Topics of Study:

Marketing Management:

• The Critical Role of Marketing in Organisations & Society
• Laying the Groundwork through Strategic Planning
• Managing the Marketing Process & Marketing Planning

Analysing Marketing Opportunities:

• Marketing Information Systems & Marketing Research
• Analysing the Marketing Environment  Analysing Consumer Markets & Buyer Behaviour
• Analysing Business Markets & Organisational Buying Behaviour  Analysing Competitors
• Researching & Selecting Target Markets: Measuring & Forecasting Market Demand
• Identifying Market Segmentation & Selecting Target Markets

Designing Marketing Strategies:

• Marketing Strategies for Differentiating & Positioning the Marketing Offer
• Developing, Testing & Launching New Products & Services
• Managing Products through their Product Life Cycle
• Deciding on International Market Entry
• Methods of Entry
• International Marketing programmes

Planning Marketing Programmes:

• Managing Product Lines, Brands & Packaging
• Managing Service Business & Ancillary Services
• Designing Pricing Strategies & Programmes
• Selecting & Managing Marketing Channels
• Managing Retailing & Wholesaling
• Designing Communication & Promotion-Mix Strategies
• Designing Effective Advertising Programmes
• Designing Direct Marketing, Sales-Promotion & Public Relations Programmes
• Managing the Sales force
• Managing Direct Marketing Operations
• Implementing Marketing Programmes
• Controlling Marketing Activities

Learning Outcomes for the Unit

At the end of this Unit, students will be able to:

1. Understand the theory and practice of marketing decision making.
2. Formulate solutions to case studies, practical examples and exercises.
3. Apply marketing decision making principles to a wide variety of contexts within the non-profit and private sectors from small as well as large enterprises and from services and industrial markets as well as the traditional area of consumer marketing.
4. Develop a marketing plan for a product or service.

Learning and teaching  methods/strategies used to enable the achievement of learning outcomes:

Learning takes place on a number of levels through lectures, class discussion including problem review and analysis.  Formal lectures provide a foundation of information on which the student builds through directed learning and self managed learning outside of the class.  The students are actively encouraged to form study groups to discuss course material which fosters a greater depth learning experience.

Assessment methods which enable student to demonstrate the learning outcomes for the Unit:

Examination: 3 hours duration 100%

Indicative Reading for this Unit:

Main Text:

Marketing Management - Philip Kotler (Prentice Hall)

Alternative Texts and Further Reading:

Go International - Keith Monk (McGraw Hill)
Essentials of Marketing - G Lancaster & L Massingham (McGraw Hill)

Guideline for Teaching and Learning Time (10 hrs per credit)

50 hours Lectures / Seminars / Tutorials / Workshops
Tutorial support includes feedback on assignments and may vary by college according to local needs and wishes.

50 hours Directed learning
Advance reading and preparation / Class preparation / Background reading / Group study / Portfolio / Diary etc

100 hours Self managed learning
Working through the course text and completing assignments as required will take up the bulk of the learning time.  In addition students are expected to engage with the tutor and other students and to undertake further reading using the web and/or libraries.