Course Aims
This course has a number of aims:
- to consider the role of marketing in society
- to explain how marketing is used by companies
- to stress the importance of planning, in particular market research
- to help you develop the skills needed to evaluate the different methods which can be used to market goods and services
- to explain the management of the marketing function within firms
Course Objectives
You are expected to acquire a knowledge and critical understanding of the following:
- the different notions of marketing as a function, as a philosophy and as an activity
- the role of market research in the marketing process and the costs and benefits of
- different methods
- marketing at the strategic level, for example, how corporations decide to allocate
- resources between business units and how they choose their product mix
- the different methods which firms can use to promote their offerings in the
- marketplace and the advantages and costs of each of them
- the specific marketing issues which are faced by international marketers and the
- ways in which these can be overcome
- the key differences between product and services marketing and the tools available to service marketers
Course Routes Offered
| Qualification | Route |
|---|---|
| BBA | BY DIRECTED COURSEWORK STUDY |
| MBA | BY DIRECTED COURSEWORK STUDY |
| PhD | BY RESEARCH & DISSERTATION |
Course Modules
| Module Code | Module Title |
|---|---|
| MKT601 | MARKETING |
| MKT602 | MANAGEMENT: INTERNATIONAL AND COMPARATIVE PERSPECTIVES |
| MKT603 | FINANCIAL MANAGEMENT |
| MKT604 | ORGANIZATION THEORY |
| MKT605 | MANAGEMENT SCIENCE METHODS |
| MKT606 | GLOBAL MARKETING |
| MKT607 | MARKETING IN ASIA |
| MKT608 | MARKETING MANAGEMENT |
