Marketing: Principles and Practice
SCQF level 11
Academic year(s): 2018-2019
SCOTCAT credits : 20
ECTS credits : 10
Level : SCQF level 11
Availability restrictions: Not available as an optional module for any programme.
Marketing is a pervasive social phenomenon, influencing our perceptions and behaviours. We are all in daily contact with the marketing activities of firms, governments and a range of other organisation sand we have all observed and experienced aspects of marketing practice throughout our daily lives. Adopting primarily a managerial perspective, this module will offer a critical review of current theory and practice and look at how marketing is evolving in light of changes to the business context. This module will introduce students to the nature and scope of marketing and its role in society. The importance of identifying, understanding and satisfying customers will be highlighted and approaches to segmenting markets and identifying target market swill be reviewed. Marketing activities will be considered within the context of the marketing mix and other managerially-determined variables. The importance of marketing research and the associated processes will be discussed.
Weekly contact: Lectures and tutorials.
As used by St Andrews: 2-hour Written Examination = 50%, Coursework = 50%
Re-assessment: 3-hour Written Examination = 100%