Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Lecture
Practical
Workshop
Module Offerings
4504MMET-SEP-PAR
Aims
The module provides students with a basic understanding of marketing concepts and strategic marketing management whilst developing learners' abilities to identify, discuss and explain concepts and tools used within a range of generally familiar music, entertainment, theatre and events business contexts.
Learning Outcomes
1.
Recognise the basic concepts, principles, theories and models which apply in marketing.
2.
Describe consumer and organisational purchasing behaviour.
3.
Recognise the importance of effective integrated marketing communications, their design, implementation and control.
4.
Identify the key concepts of the marketing mix, its component parts, market segmentation, targeting and positioning.
5.
Summarise the key concepts of strategy, planning, implementation and control.
Module Content
Outline Syllabus:What is marketing? The marketing mix. Segmentation.
Target marketing. Market research. Buyer behaviour.
Marketing media. Integrated marketing communications
Marketing strategy and planning. Marketing metrics
Competitive marketing strategy
Additional Information:MODULE LEADER IS PHIL SAXE (p.saxe@lipa.ac.uk)
Assessments
Report
Presentation