Aims and Fit of Module

The aim of this module is to deepen students’ understanding of marketing as an indispensable organizational function in achieving organizational goals. The module will enhance students’ knowledge and skills in analyzing marketing problems. It will also develop the students’ ability to analyze and evaluate market situations, to solve real-world marketing problems and provide directions to organisations concerning marketing strategy.

Learning outcomes

A. Demonstrate a comprehensive understanding of the role of marketing as an essential business function in a marketing-orientation firm.
B. Demonstrate a good understanding of current academic and practitioner issues in marketing management.
C. Identify, critically evaluate, and analyse key components of the marketing environment and their implications for marketing strategy development.
D. Demonstrate a holistic understanding of the importance of consumer behavior and marketing research in strategic marketing decision-making from both a theoretical and practical standpoint.
E. Design, formulate and advocate market segmentation, targeting and positioning strategies.
F. Interpret, analyse and solve real-world marketing problems.

Method of teaching and learning

The module will be taught as seminars in which students will do individual and group exercises, present case analysis and critique each other’s work.