Area of Study
Taught In English
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits4
Recommended U.S. Quarter Units0
Hours & Credits
This module is designed to provide a broad understanding of the nature of the marketing
function and of what marketers do. Whilst underpinned by marketing theory, the module
focuses on the practical application of marketing in organisations, its relationship with
other business functions, and the impact that marketing can have on an organisation.
Consequently this module will equip you with skills and knowledge that you will find
useful for your later employment in a marketing-related job.
Topics covered include:
? Understanding the marketing concept and environment
? Market analysis: market definition, size and structure; market trends; competitor
analysis; sources of competitive advantage
? Market research: qualitative and quantitative techniques; market research
planning; market research applications
? Customer analysis: understanding different types of customers, i.e. business-tocustomer
/ business-to-business (B2C/B2B), customers/shoppers versus
consumers; analysing customer behaviour
? Segmentation, targeting and positioning: understanding the bases for segmenting
consumer and organisational markets; selection of valid segments; target
marketing strategies; development of appropriate positioning strategies;
? Understanding the elements of operational marketing; product/service, price,
marketing communications, distribution channels, customer service
? New product/service development: understanding the process of researching,
developing, testing and launching an ew product/service
? Marketing planning: the planning process; implementation; evaluation and control
issues;use of marketing and financial data to support the marketing planning
? Managing the communication mix: Advertising , PR, sales promotion, personal
selling, direct marketing
? Marketing communication planning
? Channel management
? Online marketing
? Marketing for services and non-profit organisations
? International marketing
? Marketing Ethics
Teaching: Lectures and workshops
STUDY OPTION 1:
? Group presentation (20%)
? Coursework: Group report (20%)
? Coursework: Individual portfolio (60%)
LE STUDY OPTION 2 :
? Individual portfolio
? in class tests (multiple choice and observation)
OR STUDY OPTION 3:
? Individual portfolio
? group report & presentation
Study Option 1 = Whole Year
Study Option 2 = Autumn
Study Option 3 = Spring/summer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.