Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Seminar
Workshop
Module Offerings
4055YPCBM-JAN-PAR
Aims
The course provides a comprehensive introduction to marketing management and sales of products and services in various settings. Students will develop an understanding of, and the ability to examine, the internal and external forces that have an impact on marketing and sales. The course introduces students to a range of strategic and tactic marketing and sales tools that are vital for creating an informed approach to marketing and sales decision making. The module provides students with an opportunity to develop skills in a range of marketing functions such as research, new product/service development, pricing, promotion, planning, creating sale proposals etc. Finally, students will learn to justify marketing strategies, exercise creativity and marry theory and practice by composing a marketing plan for a real company.
Learning Outcomes
1.
Define the key theoretical marketing and sales concepts and provide valid examples
2.
Define and evaluate corporate micro- and macroenvironment
3.
Analyse markets and customers utilising secondary sources of information
4.
Assess and apply the marketing mix tool (4Ps)
5.
Demonstrate the ability to justify marketing strategies and synthesise ideas into a marketing plan
Module Content
Outline Syllabus:- Introduction to Marketing
- Marketing Environment
- Marketing Research
- Segmentation, Targeting and Positioning
- Products and Services
- Brand management
- Pricing
- Promotional mix
- Marketing channels. Retailing and Wholesaling
- Personal selling and sales promotion
Additional Information:The module develops skills in marketing and sales with an emphasis on analysis and planning, and introduces key ideas and phenomena, such as how to deliver benefits to customers. The module offers a framework for analysis and understanding of markets and consumers and enhances problem solving and informed decision-making abilities.