Course Catalogue

LJMU Partner Taught

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.

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.