Introduction to Marketing

This course serves as an introduction to the theory, tools and techniques of Marketing.  A broad range of topics will be considered in this year including, for example, relationship marketing, services marketing, international marketing, communications, including advertising, marketing planning and strategy etc.   The current structure aims to introduce a new topic in each of the teaching weeks during the Michaelmas and Lent terms.  Throughout the year, you will be asked to consider how theory works in practice, by examining your own experience of marketing as well as contexts obtained from the press and broadcast media.  Part of your learning will be based on course work; much of this will involve working in groups.  Some of the Marketing applications you encounter in the first year will serve as an introduction to further studies in the subject.

Marketing Simulation

There are three course objectives: to learn about the application of marketing concepts and techniques in an integrated way while operating in an unpredictable and competitive environment; to understand and practice personal skills in marketing management via the simulated environment; to develop and apply critical skills with respect to all aspects of the course.  Group work is an important feature of this unit.

Advertising Simulation

The primary learning objective is to apply the concepts and techniques behind the advertising planning process.  Students should be able to understand and appreciate the complexity of managing integrated marketing communications while operating in an unpredictable and competitive environment.  An important aspect of this module is the application of concepts and frameworks encountered on other modules.  In addition, there is a particular focus on the role of fear, love, humour and music in advertising.  The module concludes with an advertising ‘pitch’, where ideas encountered support the event.  Group work is an important feature of this module, although 50% of assessment is on individual work.

Marketing Research

This module introduces you to key concepts and techniques in marketing research and the analysis of marketing problems. Most of you will have been introduced to marketing research either through Part I Marketing or MKTG222/227, and this module both revisits and develops the approaches and methods you were taught. The main aim of the module is to prepare you for future roles as marketing, product, brand and advertising managers by being able to commission, manage, interpret and use marketing information.  It will also prepare you for practical market or advertising research projects conducted in your final year (e.g. MKTG310; MKTG311; MKTG312; MKTG331). The module covers both qualitative and quantitative research methods, as well as how to run and manage research projects. For the quantitative part of the unit, you will be introduced to SPSS.

Marketing Research and Consultancy Project

Following on from the market research component in MKTG210, the Marketing Research and Consultancy Project enables students, working in groups, to put into practice the ideas and techniques of market research.  Projects are live cases, usually for local companies or charitable organisations, on which students, working with their supervisors, have responsibility for all aspects of the project including budget and final presentation.  The experience of group work is a particular feature of the Project.
Assessment is by project performance, report and presentation. There is no examination.