The course examines how businesses create value for customers and how marketing function and its major elements (product policy, channels of distribution, pricing and communications) contributes to the development of value, organisational strategy and performance.

■ Lectures: 2 hours x 7 weeks;

■ Tutorials: 2 hours x 4 weeks.

(Please refer to MyCampus for timetable).

None.

Intended Learning Outcomes

Focusing on "marketing in action", the aim of the course is to develop knowledge and understanding of the marketing function of an organisation. Specifically, the course examines:

■ the nature, purpose and the role of marketing in the success of a company including the relationship between market orientation and business performance

■ consumer buyer behaviour and the factors influencing buyer decisions

■ the concepts of segmentation, targeting and positioning

■ key marketing management decision related to marketing mix (product, price, place, promotion) and marketing mix strategies for sustainable business growth

By the end of this course, students will be able to:

1. Critically discuss the changing nature of the marketing environment and its potential impact on marketing and corporate strategy;

2. Critically analyse the relationship between consumer behaviour and marketing practices including pricing, promotion, distribution and product strategies;

3. Effectively analyse marketing situations and identify both the underlying marketing problems and the key marketing decision areas;

4. Develop effective marketing strategies and evaluate marketing responses to changes in consumer behaviour and competitive actions.

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.