Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to recognise the role of marketing, marketing management and marketing strategy; identify marketing management decisions and how marketing fits into an organisational environment, understand the theoretical principles upon which the practice of marketing is based; and apply these principles in analysing a range of marketing, strategic marketing and management problems.
Synopsis The subject is designed to develop an indepth understanding of the fundamental concepts of marketing and the marketing activities undertaken by business and non-business organisations; the marketing concept in business from a strategic and applied perspective; development of corporate and marketing strategic plans; analysis of an organisations SBUs, product strategies and product development; use of marketing decision making tools at both an applied and strategic level; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; marketing management, implementation and control processes and procedures.
Assessment Assignment one: 15% + Assignment two (part 1): 15% + Assignment two (part 2): 30% + Examination (2 hours): 40%