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The academic aim of this module is to equip learners with the knowledge, skills, and competencies to analyse different activities a company does to promote and sell its products or services to its consumers. This module has a special focus on the fact that any ‘marketing’ function seeks to take a product or service, identify its ideal customers, and draw the customers' attention to the product or service available. Learners of the module will learn that Marketing attempts to rely on supportive information to identify and define different opportunities and problems; generate, refine, and evaluate actions; and monitor performance. |
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No prerequisite requirements |
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The aims of this unit are:
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A1 |
Deep understanding the concept of ‘Marketing’ and realising how marketing can be regarded as a functional process (into values). |
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A2 |
Understanding the concepts of ‘Market Segmentation’ and ‘Market Planning’ as well as of the fundamentals of their relevant tools and frameworks. |
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A3 |
Describing and specifying Sustainable Competitive Advantages (SCA), and realising the importance of marketing in creating SCA. |
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A4 |
Understanding the opportunities and challenges that various organisations can face in today’s rapidly changing business environment, and discovering their interrelationships with the concept of ‘marketing’. |
On satisfactory completion of the unit you will be able to:
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LO1 |
Offer their conceptions of ‘marketing’ and describe and specify why (and how) marketing acts as a functional process of discovering, creating, developing, and delivering values. |
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LO2 |
Describe and analyse the processes of ‘market segmentation’ and ‘market planning’, and specify what tools (and how they) can fundamentally support the mentioned processes. |
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LO3 |
Express and specify what Sustainable Competitive Advantages are, and, accordingly, to critically analyse why (and in what ways) marketing deals with the creation of sustainable competitive advantages in the modern world. |
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LO4 |
Analytically describe what opportunities and challenges are met by different organisations in rapidly changing business environments in the modern world. In addition, you will be able to discover how marketing can support and/or face those opportunities and challenges. |
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Indicative Content:
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Essentials:
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Kotler, P. & Armstrong, G. (2018). Principles of Marketing (17th edition, 2018) NYC: Prentice Hall.
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Kotler, P. (2017). Principles of Marketing. NJ: Pearson.
Recommended:
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Masaaki, M. (2020). Global Marketing Management 8th Edition. Hoboken: Wiley and Sons.
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Prabhakaravarman, S. B. |. A. J. |. K. (2020), 'The Future Trends on Marketing', International Journal of Trend in Scientific Research and Development 4 (5), 1136-1138.
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Henderson, Geraldine R. & Moore, Marian Chapman., ed. (2003), "Marketing theory and applications", American Marketing Assoc., Chicago, Ill.
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Cron, William L.., ed. (2004), "Marketing theory and applications", American Marketing Association, Chicago, Ill.
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Evans, Kenneth R. & Scheer, Lisa K.., ed. (2002), "Marketing theory and applications", American Marketing Assoc., Chicago, Ill.
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Chernev, A. (2020). The Marketing Plan Handbook, 6th Edition. Berlin: Cerebellum Press
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Smith, P. (2019). Marketing Communications: Integrating Online and Offline, Customer Engagement and Digital Technologies 7th Edition. Auckland: Kogan Page
Journal Resources:
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Journal of Marketing, SAGE
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Journal of Marketing, American Marketing Association
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European Journal of Marketing
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Journal of Marketing, JSTOR |
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The exercises proposed during the course are essential to develop the necessary analytical skills and verify the understanding of the main concepts of Marketing. Exercises are composed of open-ended or multiple-choise questions and case studies to solve. |
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Professor/Tutor responsible for teaching
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