Module description
What is the module about?
The module covers the fundamentals of marketing strategy and how strategy is implemented in practice to support organisational goals. Marketing draws on strategic, analytical and creative thinking. It goes well beyond advertising and sales activities and involves a mix of functions that determine the success or failure of an organisation. Main marketing activities include (1) identifying customer needs, (2) developing products/services to meet existing or future customer needs, (3) pricing strategies to create customer demand and company profits (4), delivering products/services effectively and efficiently, and (5) using data and creativity to communicate and promote offerings to stimulate interest, desire and purchase.
Who should do this module?
Interested in psychology, social studies, strategy, analytics, or design? Whether you join a business or become an entrepreneur, marketing is a vital function of any business’ operation. Marketing covers everything from research to communications. The study of marketing develops a collection of skills that are useful in any career and to organisations beyond roles in a marketing team.
Provisional Lecture Outline
Lecture 1: Introduction to Marketing
Lecture 2: Understanding Buyers
Lecture 3: Marketing Intelligence
Lecture 4: The Marketing Environment and Strategy
Lecture 5: Segmentation, Targeting and Positioning (STP)
Lecture 6: Product and Pricings
Lecture 7: Brands
Lecture 8: Marketing Communications
Lecture 9: Distribution and Retailing
Lecture 10: Social Marketing and Revision
Assessment details
40% MCQ Test
60% Project
Teaching pattern
Weekly Lecture
Weekly Tutorial
Suggested reading list
Baines, P., Whitehouse, S., Antonetti, P., and Rosengren, S. (2021). Fundamentals of Marketing (2nd edition). Oxford University Press, USA.