Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Seminar
Module Offerings
7522DIMMKT-SEP-PAR
Aims
1. To understand the nature of the marketing function and the importance of a marketing orientation within the modern organisation.
2. To manage the marketing function as a practical entity based on relevant and appropriate management theory.
3. To communicate the value-added benefits of marketing to internal and external stakeholders.
4. To introduce students to the economic, social, psychological and technological dimensions of buyer behaviour.
5. To demonstrate how buyer behaviour inform marketing decision making.
Learning Outcomes
1.
Critically analyse the antecedents of a marketing orientation, and how each of these might be operationalised to provide an organisation with genuine marketing orientation
2.
Develop organisation appropriate segments and apply meaningful criteria in segment selection and targeting
3.
Develop situation specific marketing mixes, drawing on a range of marketing and non-marketing variables
4.
Discriminate between different economic, social psychological, and technological perspectives on buyer behaviour
5.
Critically appraise demographic shifts and other behavioural bases.
6.
Distinguish and evaluate buyer behaviour in both a consumer and B2B context.
Module Content
Outline Syllabus:Marketing and marketing orientation
Inter-functional orientation and internal marketing
Marketing planning
Segmentation, targeting and positioning
Developing and managing effective marketing functions
Consumer decision making and research
Motivation and perception
Learning and attitudes
Society and the consumer
Subcultures
Reference groups, opinion leaders and culture.
Additional Information:Student centred learning
Assessments
Essay
Report