Marketing

Nottingham University Business School
Nottingham, United Kingdom

Course Format: Classroom | E-learning | Virtual Class | Online | On-site | Blended | Self-paced

Course Description:

'' This course is designed to introduce the fundamental concepts of marketing and to help managers understand the ways in which these may be used in practice. The role of marketing within business and its contribution to business performance and enhancing shareholder value is examined, and a required class exercise at the beginning of the course provides an opportunity for participants to consider the extent to which marketing is solely concerned with financial outcomes or whether broader considerations should affect marketing decision making. The proposition that ’Marketing does more harm to society than good’ is debated in order to explore the social responsibilities of marketers. The role of marketing in non-profit contexts, and in promoting social causes, is also addressed in the course.


Module Aims:
This module presents an introduction to marketing as an approach to business and as a management function. It introduces students to a variety of conceptual issues and encourages them to apply these concepts in practical situations.

The course is necessarily broad in its coverage and the core conceptual material will be introduced briefly in lectures and reinforced by guided reading. The formal teaching sessions will also be used for class discussions, group work and presentations.

The course begins by introducing marketing as an approach to business and examines the processes and principles associated with developing and operationalising marketing strategies. This requires:

�an understanding of the marketing environment
�an analysis of consumer behaviour
�the application of tools and models for developing strategies
�specification of a marketing plan
�formulation of the marketing mix
(ie developing the appropriate balance between product, price, promotion and place)


...''

Phone:+44 (0) 115 84 66602

School Address:

Nottingham University Business School
Jubilee Campus, Nottingham, NG8 1BB, UK

Jobs & Resumes: Nottingham
Houses & Roommates: Nottingham

General MBA
Accounting and Finance
Operations Management
Strategic Management
MBA in Financial Studies
MBA in Corporate Social Responsibility
MBA Risk and Insurance Management
MBA Entrepreneurship
International MBA
Part-Time MBA
Executive MBA

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