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