BUSI4O510: Marketing (EBS)

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• To develop students' understanding of the marketing function within organisations.
• To explain classic and contemporary marketing perspectives, and their application to a variety of contexts, including business-to-consumer (B2C) and business-to-business (B2B).
• To explore the network of exchanges between buyers and sellers in a market economy and the particular role of marketing in facilitating those relationships.
• To conceptualise the market pressures faced by (and indeed created by) organisations, but also identifies the main issues that need to be addressed by individual marketing managers.
• To provide students with a critical understanding of classic concepts such as: how customers acquire products and services, how to segment markets and position brands accordingly; and the principles of the marketing mix framework.
• To explore more recent developments in marketing thought, including: relationship marketing, services marketing, and the impact of digital marketing.

• Marketing and Society
• Consumer Buyer Behaviour
• Organisational Buyer Behaviour
• Segmentation, Targeting, and Positioning
• Branding
• Products and Pricing
• Marketing Channels
• Marketing Communications
• Services and Relationship Marketing
• Digital Marketing

Subject-specific Knowledge:

• By the end of the module students should have:
• An integrated and critical appreciation of the key areas that need to be managed in a competitive operating environment to achieve a marketing orientation;
• A critical understanding of the existing theoretical knowledge base in key areas of marketing.

Subject-specific Skills:

• By the end of the module students should:
• Be able to apply their understanding to the analysis of complex issues in marketing;
• Be able to formulate an information-driven strategic response to marketing circumstances.

Key Skills:

• Written communication
• Planning, organising and time management
• Problem solving and analysis
• Using initiative
• Computer literacy

• Learning outcomes are met through classroom-based workshops, supported by online resources. The workshops consist of a combination of taught input, groupwork, case studies and discussion. Online resources provide preparatory material for the workshops typically consisting of directed reading and video content.
• The formative assessment consists of classroom-based exercises involving individual and group analyses and presentations on specific business situations/problems relevant to the learning outcomes of the module.
• The summative assessment is a structured essay, which is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

Classroom-based exercises involving individual and group analyses and presentations on specific business situations/problems relevant to the learning outcomes of the module. Oral and written feedback will be given on a group and/or individual basis as appropriate.

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