Module Outline- BUSM 137.pdf - BUSM137 Introduction to Marketing Management MODULE OUTLINE semester 1 2019-20 BUSM137 Introduction to Marketing

Module Outline- BUSM 137.pdf - BUSM137 Introduction to...

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BUSM137: Introduction to Marketing Management- Module outline 2019-20 1 BUSM137: Introduction to Marketing Management MODULE OUTLINE semester 1/ 2019-20
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BUSM137: Introduction to Marketing Management- Module outline 2019-20 2 Module organiser This outline provides you with a short overview of the main aims and structure of this course. If you have any questions at all about this course, or any matters that you would like to discuss, please do not hesitate to get in touch with me via my email. Name Dr. Zahra Sharifonnasabi Email [email protected] Room no. Bancroft Building, Level 3, FB3.05A Office hours (term-time only) By appointment Module support Name Jenny Murphy Email [email protected] Module description A warm welcome to Introduction to Marketing Management. Marketing is one of the most fundamental, most complex, and possibly also most misunderstood functions of the firm. To put it in the words of the famous Peter Drucker: “Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation.” The aim of this course is to provide you with a sound understanding of the principles of marketing. In a nutshell, understanding marketing comes down to understanding your customers. Thus, even if you have no interest in pursuing a career in marketing per se, the knowledge and skills acquired in this course will be essential to your success in business. The course assumes no previous knowledge of marketing and will give you an overview of the basic marketing planning process, including segmentation, branding, pricing, distribution, and promotion. These concepts are brought to life through interactive lectures, and case discussions. Furthermore, you will work on a segmentation project for a real product throughout the course. Module Availability This module is a compulsory module for the MSc students. It will complement the program and will provide students with an understanding of marketing strategies and practices.
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BUSM137: Introduction to Marketing Management- Module outline 2019-20 3 Organisation of module The course consists of eleven 3-hour lectures. The lectures are held each week. Your timetable will show which lecture you should attend. In the lectures, the basic concepts and theories of the textbook will be introduced, in addition to the materials that go beyond the textbook and are relevant for the individual and the group project. Students are in control of their learning in this module. Development of subject specific and cognitive skills are introduced in lectures and further developed through suggested reading and consolidated by the use of case study material and other examples. In this module, theory and practice go together. Aims and Learning outcomes The intent of this course is to introduce, discuss, and analyse critical topics associated with marketing. The course should help you to: ü Understand the basic concepts and theories in marketing ü Critique how different aspects of marketing integrate to deliver a coherent plan
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