Marketing Practice

Course Content:

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:

Autumn Semester:
? 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;
perceptual mapping
? 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
process

Spring Semester:
? Managing the communication mix: Advertising , PR, sales promotion, personal
selling, direct marketing
? Marketing communication planning
? Pricing
? Channel management
? Online marketing
? Marketing for services and non-profit organisations
? International marketing
? Marketing Ethics

Teaching: Lectures and workshops

Assessment:
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