Marketing is a key component of the MBA curriculum and this module will provide the basic marketing knowledge and skills required of an MBA graduate. The marketing component is designed to introduce students to the fundamental principles and concepts of marketing and to help them develop the ability to add value to the organisation by applying marketing principles in a variety of organisational and business environmental settings.
On satisfactory completion of this course, students will be able to
1. Articulate the marketing concept and use these principles to evaluate the role and approach of marketing across a range of cultures, contexts and sectors.
2. Recall, select and use a range of appropriate informing frameworks and analytical tools to critically evaluate the planning and execution of a marketing strategy.
3. Explore the impact of marketing on society and the importance of developing appropriate cultural, ethical and environmental approaches.