Essay about Marketing Concept

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Department of Marketing, Entrepreneurship & Strategy

BSc Business Studies
Fundamentals of Marketing
May 2013
MKT104 (Level 4)
CRN: 55062

Student Name: _________________________

Module Leader: Martin Gilbert

Contents Page
INTRODUCTION 2
MODULE TUTORS (6 & 7) 2
AVAILABILITY OF MODULE TUTORS (8) 2
RATIONALE 2 AIMS (9) 2 LEARNING OUTCOMES (9) 2
MODULE TEACHING (10) 3
TEACHING PLAN – indicative content (11) 4
RESOURCE LIST (12) 10
ASSESSMENT (13) 10
ASSIGNMENT DETAILS (14) 12
FEEDBACK (15)............................................................................12

INTRODUCTION
This handbook has been designed to provide you with information on the module objectives and content for each session of the programme. It also includes details of the learning resources to which you will have access over the semester. You should read this guide thoroughly.

The content of the session notes is based on material covered within the required text:

Principles and Practice of Marketing 6th Edition (2010) by David Jobber.

The text is available in the campus library. Please note that online learning resources are available free to students with the purchase of the required text. Visit the online resource centre at www.mcgraw-hill.co.uk/textbooks/jobber to gain access to a range of related materials.

MODULE TUTORS (6 & 7)
Martin Gilbert (Birmingham), Email: martin.gilbert@qa.com
Andy Till, Email: Andy.till@qabusinessschool.com

AVAILABILITY OF MODULE TUTORS (8)
Module tutors are normally available from 4.30pm – 5pm from Monday to Friday. Students are also advised to contact their tutors on their respective email addresses regarding issues related to the module.

RATIONALE
Marketing is a business activity that identifies an organisation’s customer needs and wants, determines which markets to best serve and designs the appropriate products to serve those chosen markets. Yet marketing is much more than simply an activity, it is a business philosophy that permeates the entire organisation. This module is designed for undergraduates to introduce them to the nature, scope and breadth of the fundamental concepts and principles of marketing.

AIMS (9)
The aims of the module are to provide: * A broad underpinning which will support further studies; * An understanding of the fundamental concepts and practices of marketing and the basic skills required to manage these functions; * An appreciation of the contribution which marketing can make to organisational success and ways this may be both enhanced and evaluated. |

LEARNING OUTCOMES (9)
Learning outcomes are stated explicitly in the Course Document, and summarized below. On successful completion of this module students will:

KNOWLEDGE AND UNDERSTANDING K1 | Explain the impact of the organisational philosophy of marketing on customer perception of value and satisfaction. | K2 | Explain the contribution of marketing to achievement of company objectives and the concept of total customer value. | K3 | Explain the relevance of environmental scanning and analysis to organisational decision-making, the buying process in both customer and organisational markets. | K4 | Explain the concepts of segmentation, targeting and product positioning and the variables used to segment consumer and organisational markets. | K5 | Explain the interrelationships between the different elements of the marketing mix and their development in differing organisational contexts. |

INTELLECTUAL QUALITIES I1 | Engage in critical evaluation of arguments and evidence. | I2 | Identify, analyse, consider arguments and draw reasoned conclusions from structured and unstructured data. | I3 | Locate, extract and analyse data from multiple sources, including the appropriate acknowledgement and referencing of sources. |

PROFESSIONAL/PRACTICAL SKILLS P1 | Identify the range of information sources which can be used to monitor
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