Module Learning Outcome |
On successful completion of this module the learner will be able to: |
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Module Learning Outcome Description |
MLO1 |
Recognise and utilise the concepts of marketing and sales and determine how the customer is the focus of all such activities |
MLO2 |
Critically assess the importance of profiling the target market, segmentation and positioning strategies required for business success. |
MLO3 |
Evaluate the role of competitor analysis and identifying competitive advantage |
MLO4 |
Analyse the ongoing role of market research throughout the lifecycle of the business and apply the necessary techniques for identifying customer needs. |
MLO5 |
Critically evaluate the interaction between the elements of the marketing and sales mix for the business offering. |
MLO6 |
Evaluate the rationale for strategic market planning in the overall business context and foster innovative marketing techniques. |
Module Indicative Content |
Introduction to Marketing
Marketing as a Philosophy and Culture.
The Core of Good Marketing Thought and Practice.
The Marketing Concept.
The Marketing Process.
Marketing Orientation.
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Market Analysis Techniques
Buying or Selling?
What Constitutes a Market?
Customers Buy Benefits not Products
Getting Closer to your Customers
Getting Customers for Life
Customer Delivered Value
Buyer Behaviour
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The Market
What constitutes a Market?
Market Segmentation
Profiling the Target Market
Selecting a Market and Establishing a Position
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Competitive Analysis
Analysing Competitors,
Identifying Competitive Advantage,
Porters Industry Analysis Model
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Market Research
Why do Market Research?
Role of Market Research,
Determining Customers Needs through Market Research,
Qualitative versus Quantitative Research,
How to do Market Research
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Sales Strategy
Selling Benefits not just products,
Establishing a Brand
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Sales and Marketing Tools
The Fundamentals of Selling
Pricing
Pricing Techniques
Psychological Pricing
Distribution Strategy
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Market Planning
Market Planning
Why Develop a Marketing Plan
The Benefits of the Plan
Marketing Strategy Options,
Writing the Marketing Plan,
Strategic Market Planning and building a Competitive Edge
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DKIT reserves the right to alter the nature and timings of assessment
Module Resources
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Recommended Book Resources |
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Armstrong, G.. (2009), Marketing: An Introduction, 9th Edition. Prentice Hall.
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Blythe, J.. (2008), Essentials of Marketing, Pearson.
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Gundry, L.. (2007), Entrepreneurship Strategy – Changing Patterns in New Venture Creation, Growth and Reinvention, Thousand Oaks.
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Jobber, D.. (2006), Foundations of Marketing, McGraw-Hill.
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Byrne, G. (2004), Winning Marketing Decisions that Grow a Business: how successful entrepreneurs do it, Blackhall Publishing.
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McDonald, M.. Marketing Plans: how to prepare them, how to use them, 4th Edition. Butterworth-Heinnam.
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Charles M. Futrell. (2009), The Fundamentals of Selling, Eleventh. McGraw Hill.
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Recommended Article/Paper Resources |
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Journal. Harvard Business Review.
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Journal. Journal of Marketing.
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Journal of Marketing Communications.
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Journal of Research in Marketing and
Entrepreneurship.
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This module does not have any other resources |
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