Marketing
| Unit code | BMAN30021 |
|---|---|
| Credits | 10 |
| Unit level | Level 3 |
| Teaching period(s) | Semester 1 |
| Offered by | Alliance Manchester Business School |
Overview
An introduction to marketing for people who are primarily studying other areas. It covers the essential ideas of the field at an introductory level. It explains the ways in which marketing is not just advertising, but a practical understanding of how people (and organizations) exchange things and ideas. We explore important factors such as what is exchanged, where it exists and is exchanged, how these exchanging people/organisations see and understand it, who they are, how they know or find each other and communicate, and the impact that it has on them, and on others.
Pre/co-requisites
Aims
The unit aims to:
• Develop students' understanding of key marketing terminology and conceptual frameworks.
• Provide students with an understanding of the role marketing plays in businesses and not-for-profit organisations and its importance for individuals within a society.
• Provide students with: (a) an understanding of buyer behaviour and (b) the skill to apply this knowledge to build firms’ competitive advantage.
• Develop students’ understanding of how different organisations develop their marketing strategies.
• Develop students’ knowledge of marketing tools and procedures used to analyse a variety of business situations.
Syllabus
Introduction to Marketing
Buyer Behaviour
Market Research; Segmentation, Targeting and Positioning (STP)
Marketing Mix: Product
Marketing Mix: Price & Place
Marketing Mix: Promotion
Marketing Strategy
International Marketing
Socially Responsible Marketing
Marketing Management in the Digital Era
Teaching and learning methods
Lectures: 20 hours
Delivery format: lectures
Practice MCQ quiz items will be available on Canvas
Additional content to supplement the lectures such as short videos and links to relevant websites etc., will be provided via Canvas
Discussion boards will be provided for asynchronous questions relating to the course unit.
Knowledge and understanding
Describe and explain key theoretical concepts and terms of marketing.
Explain the role of marketing, how it fits into the management of an organisation, and how it interacts with other functions within an organisation.
Intellectual skills
Distinguish between effective and ineffective marketing practices and assess the importance of the marketing mix for an organisation's performance.
Identify marketing concepts in specific situations and contexts.
Practical skills
Be able to relate key concepts to marketing practice.
Transferable skills and personal qualities
Describe and evaluate the role of marketing within a range of business and not-for-profit contexts.
Assessment methods
MCQ exam - 30%
Exam - 70%
Recommended reading
Core textbook: Marketing by Baines, Rosengren & Antonetti, Oxford University Press.
Supplementary reading: Extra readings are provided on the course unit’s Canvas site.
Study hours
| Scheduled activity hours | |
|---|---|
| Lectures | 20 |
| Independent study hours | |
|---|---|
| Independent study | 76.5 |
Teaching staff
| Staff member | Role |
|---|---|
| Alexander Gunz | Unit coordinator |
Additional notes
This course is not available to students who have previously taken (or are enrolled in) BMAN20832.