Marketing

The Marketing program will consider the role of marketing in society and explains how marketing is used by companies. It will also stress the importance of planning, in particular market research and help you develop the skills needed to evaluate the different methods which can be used to market goods and services.

The course will be underlying the all-important aspects of management of the marketing function within firms. By the time you have completed the program you will be expected to acquire a knowledge and critical understanding of the different notions of marketing as a function, as a philosophy and as an activity. You will also grasp the role of market research in the marketing process and the costs and benefits of different methods.

Another important learning outcome will be the understanding of marketing at the strategic level, for example, how corporations decide to allocate resources between business units and how they choose their product mix. The course also covers the different methods which firms can use to promote their offerings in the marketplace and the advantages and costs of each of these methods.

In the international arena you will address the specific marketing issues which are faced by international marketers and the ways in which these can be overcome and the key differences between product and services marketing and the tools available to service marketers.

This course has a number of aims:

• to consider the role of marketing in society.
• to explain how marketing is used by companies.
• to stress the importance of planning, in particular market research.
• to help you develop the skills needed to evaluate the different methods which can be used to market goods and services.
• to explain the management of the marketing function within firms.

You are expected to acquire a knowledge and critical understanding of the following:

• the different notions of marketing as a function, as a philosophy and as an activity.
• the role of market research in the marketing process and the costs and benefits of different methods.
• marketing at the strategic level, for example, how corporations decide to allocate.
• resources between business units and how they choose their product mix.
• the different methods which firms can use to promote their offerings in the marketplace and the advantages and costs of each of them.
• the specific marketing issues which are faced by international marketers and the ways in which these can be overcome.
• the key differences between product and services marketing and the tools available to service marketers.