Marketing Essay

1324 words - 6 pages

~WELCOME~ Sunderland Business School University of Sunderland MBA

MARKETING MANAGEMENT Module Code: PGBM 15
~Module Introduction ~

~Concepts of Marketing Management~

Presented by: Frankie Lim
Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-1

Lecture Outline (PGBM 15)
• Welcome & Getting to know each other


Learning Outcomes
Teaching & Learning Methods


• • •

Assessment Methods
Content Synopsis Concepts of Marketing Management Questions & Clarifications
L1 Module Introduction & Concepts of Marketing Management L1-2

Frankie Lim

LEARNING OUTCOMES
• Upon successful completion of this module, students will have demonstrated • ...view middle of the document...

Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-4

ASSESSMENT METHODS
• Assessment 001: • Summative assessment will consist of one major assignment, assessing all learning outcomes, worth 100%. • The task will require students to investigate marketing practices in a business sector and present their findings via an individual report [3000 to 4000 words]. • Formative feedback will be given through workshop discussions, and group work.
Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-5

ASSESSMENT METHODS
Sequence
Assessment Type Marking Scheme Weighting % Qualifying Mark Pass Mark

001

Assignment

PCMS

100

40

40

INDICATIVE READING Kotler, P. and Keller, A.L. (2009) Marketing Management, 13th Edition, Prentice Hall. Blythe, J. (2009) Principles and Practice of Marketing, 2nd Edition, Thomson. Jobber, D. (2009) Principles and Practice of Marketing, 6th Edition, McGraw Hill. Journals European Journal of Marketing Journal of Marketing Management Journal of Marketing Journal of Marketing Research
Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-6

CONTENT SYNOPSIS
Perspectives on the role of marketing from an operational and strategic context. • The external environment and how it shapes marketing opportunities for different types of organisations. • Information needed by organisations to aid decision making. • The role of segmentation in strategic marketing thinking. • The development of consistent and coherent marketing mixes in ensuring a successful presence in the market-place. • The alternative approaches to communicating with markets within the context of developing and sustaining effective relationships with customers, suppliers, other publics and stakeholders. • The approach of organisations to the development of marketing plans and strategies.

Frankie Lim L1 Module Introduction & Concepts of Marketing Management L1-7

Presented by: Frankie Lim

Frankie Lim

L1 Module Introduction & Concepts of Marketing Management

L1-8

Lecture/Workshop Objectives
• • • • • • Introduction to Marketing Principles Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges Holistic Marketing Orientation

Frankie Lim

L1 Module Introduction & Concepts of Marketing Management

L01-9

Defining Marketing
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler

Frankie Lim

L1 Module Introduction & Concepts of Marketing Management

L01-10

Core Concepts of Marketing
Target Markets & Segmentation Needs, Wants, and Demands Product or Offering Value and Satisfaction Exchange and Transactions

Relationships and Networks
Marketing Channels Supply Chain Competition Marketing Environment
Frankie Lim L1 Module...

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