Total Credits: 10
Level: Level 4
Target Students: Joint MSc Entrepreneurship Programme Students and Business School MSc students meeting pre-requisites and subject to compliance with module choice requirements, as listed in the degree programme specification. In addition, other MA/MSc students meeting pre-requisites and subject to the discretion of the Director of MSc Programmes. There is a limited number of places on this module. Students are reminded that enrolments which are not agreed by the Offering School in advance may be cancelled without notice.
|Spring||Assessed by end of Spring Semester|
Prerequisites: Not suitable for anyone who has already taken a PG marketing module
Summary of Content: This module provides an introduction to the fundamental concepts of marketing and how they are currently applied in the marketplace. The main emphasis of the module centres around the perceived need by managers for a strategic approach to marketing decision-making and for coherent planning to ensure the formulation of successful marketing programmes within an organisation. This module will explore: the role and nature of marketing; the core elements of marketing as an approach to business; the processes which influence the development of a marketing strategy; the role of segmentation; targeting and positioning; the factors which determine the composition of the marketing mix; the role of elements of the marketing mix in creating an effective marketing campaign.
Method and Frequency of Class:
|Activity||Number Of Weeks||Number of sessions||Duration of a session|
|Lecture||11 weeks||1 per week||2 hours|
Method of Assessment:
|Project 1||100||Individual project (5,000 words)|
Dr N Yannopoulou
Education Aims: The module is designed to provide students from a non-business background with a grounding in Marketing. However the focus is the application of marketing in entrepreneurial type businesses.
Learning Outcomes: Knowledge and understanding
This module develops a knowledge and understanding of:
Offering School: Business School
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