Program Overview

Principles of Marketing (Postgraduate)

Overview

• Credit value: 15 credits at Level 7
• Convenor and tutor: Dr Benedetta Crisafulli
• Assessment: coursework of 4000 words (100%)

Module Description

In this module, major concepts and frameworks in strategic marketing management are introduced, including aspects of marketing planning and strategy. Students will gain insights into core marketing concepts such as marketing orientation, marketing mix, and the changing role of marketing within organisations and the wider society. This will develop their understanding of the strategic planning process in marketing decision-making, and the buying behaviour of consumers and organisations, including how these market actors can be segmented and researched.

Further lectures cover services marketing and customer experience management, and sustainability in marketing. The digital dimension embedded in strategic marketing decisions is covered in all lectures. The delivery of this module is centred on inquiry-based learning, with weekly sessions structured around case study analysis and practical, hands-on exercises. The module is also complemented by a guest lecture from a senior marketing professional.

Learning Objectives

By the end of this module, students will:

• understand key concepts in marketing
• appreciate the managerial relevance of key marketing models and frameworks and how these can be used within a broader framework of marketing and business strategy
• be able to apply marketing concepts and frameworks in decision-making
• appreciate the challenges faced by marketing in developing and implementing strategies
• have an awareness of the current ethical responsibilities of marketing.