| Module Code | MM 260 |
| Module Title | Marketing |
| Academic level | Level 2 |
| Credit value | 10 |
| Instruction | German |
| Pre-requisites | BA 100 - Business Context & Functions |
| Co-requisites | All other Level 2 Management / Marketing modules |
|
Rationale for Module |
This module develops what students have learnt in
the Level 1 module ‘Business Functions’, in which they are introduced to fundamental marketing principles (the marketing concept, market analysis, marketing research, components of the marketing mix). This provides the foundation for the more specialised study involved in this module. Strong international competition demands of successful companies that they react better than their competitors to different needs in specific markets. Increased customer expectations, and the need to better understand and build long term relationships with customers in order to achieve market share, profitability and customer loyalty have led to a greater focus on the marketing function. In the long run the results of business decisions will be more successful if they are matched to customer needs. This can only be accomplished if everyone in the company comprehends the importance of the marketing function as a “company philosophy”. Market-orientated management requires the structured combination of marketing strategies and marketing instruments within the marketing planning process. The module thus provides students with a detailed understanding of the ways in which marketing activities in a variety of types and sizes of organisation can be planned, implemented and controlled. Since the quality of marketing decisions – whether strategic or operational – depends in large part on the information on which it is based, marketing research is an issue of special importance in this module. In developing students’ understanding of the relationship between the strategic and operational levels of the marketing function, and of the principles of strategic analysis and planning, this module prepares students for the Level 3 module ‘International Management & Marketing Strategy’, where students will be dealing with marketing management issues at a higher level of autonomy, complexity and synthesis. |
| Aims |
This module aims to: • develop students’ understanding of the marketing concept, the strategic importance of marketing and the principles underpinning the strategies and operations of the marketing function within an organisation • instil in students the importance of the role played by research in developing market planning and communication • develop knowledge of how to define the scope of necessary marketing intelligence and how to select, analyse and manage the collected data • familiarise students with the principles of strategic decision-making in marketing • enable students to understand the process involved in developing a coherent marketing plan combining strategic and operational marketing instruments • enable students to relate marketing to other functional areas of the firm and understand the links between marketing and other disciplines in the programme • instil in students customer-focussed thinking that is sensitive to ethical conflicts • improve students’ ability and readiness to collect data and information from a variety of sources to analyse critically concepts, arguments and frameworks discussed with tutors and peers |
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