Teaching Responsibility
LJMU Schools involved in Delivery:
LJMU Partner Taught
Learning Methods
Workshop
Module Offerings
7608DHOMGT-JAN-PAR
7608DHOMGT-SEP-PAR
7608DHOMGT-SEP_NS-PAR
Aims
To investigate the role and function of marketing within the context of changing consumer demands, globalisation, multi-media communication and social marketing. To analyse the levers that create the marketing mix for organisations and their relationship to the management skills of analysis, planning and control.
Learning Outcomes
1.
Critically evaluate the role of the marketing function in terms of its contribution to the strategic processes and the impact of tactical decision making.
2.
Analyse the role played by internal and external environments in the development of products and services.
3.
Evaluate the use and limitations of market research in creating segmentation, targeting and positioning strategies for a product or service.
4.
Critically examine how an integrated marketing strategy utilises a variety of levers to deliver consistency in product, service and communication and how this is reinforced.
Module Content
Outline Syllabus:Marketing in the modern organisation.
The marketing environment - analysing markets and identifying opportunities.
The marketing strategy process.
Market led innovation.
Customer equity and relationship management.
The integrated marketing mix and its applications.
Additional Information:An overview of the marketing environment; the role and function of marketing within changing markets and increasing international competition. The marketing mix linked to marketing management; skills of analysis, planning and control. A case study approach will be adopted so that question and answer sessions will provide discussion and engage students in debate.
Assessments
Report