Browse Hierarchy IFJ3019: Marketing

The module provides students with the opportunity to understand and apply key marketing theory and concepts to a variety of products, services, brands and organisations. It provides an introduction to some of the key topics and areas of marketing including: the marketing process, company and marketing strategy, the market place and consumers, information, buyer behaviour, the marketing mix, branding, product life-cycle, creating value, supply chain, retailing and wholesaling, advertising, PR and Sales, direct marketing, E-Business, ethics and CSR. Each week there will be a lecture and a seminar. Students will be encouraged to contribute to seminars through pair work, group work, discussion, presentation and completion of case studies. Before each session, students will be asked to read through an article, news item or academic critique on the relevant topic to prepare for the lecture and seminar.