- Department: The York Management School
- Credit value: 20 credits
- Credit level: C
- Academic year of delivery: 2024-25
- See module specification for other years: 2023-24
Occurrence | Teaching period |
---|---|
A | Semester 1 2024-25 |
This module offers a detailed and comprehensive introduction to the important elements involved in
the understanding of marketing philosophy, principles and practice. Key areas are integrated to
provide a strong base on which to build, to enable students to develop an understanding of the
important role that strategic decision-making in marketing plays for organisations. Specifically, there
is emphasis in this module upon:
allowing students to develop an appreciation of the importance of strategic development and marketing planning for the organisation
creating awareness of the role that marketing communication plays, highlighting opportunities and challenges involved and the range of tools available to marketers
gaining knowledge and awareness of strategic approaches available to marketers operating at both the national and international level in the 21 st century
encouraging students to think critically and creatively about issues, opportunities and dilemmas in a range of marketing contexts
A student completing this course unit should have:
Critical understanding of the philosophy and practice of marketing
Appreciation of the importance of the external environment and its implications on marketing decisions
Awareness of key social and psychological influences on consumer buying choices and habits
Appreciation of the approaches, roles and benefits that underpin segmentation strategies
Understanding of the importance of marketing information systems and market research for organisations and of the key approaches and issues involved in them
Awareness of the elements that underpin marketing strategic development and decision-making (the marketing mix and the promotional mix)
Understanding of key concepts and elements involved in marketing communication, its role in changing attitudes or in engaging audiences and the channels and tools used to do so
Understanding marketing management frameworks and the influences, opportunities and dilemmas that organisations face in the planning process, with specific reference to marketing communication plans that enable marketing communication tactics and strategies to be realised.
Students will also be given the opportunity to practice the following skills
Ability to reference and acknowledge sources sufficiently and appropriately and develop academic writing skills
Ability to critically analyse the key micro- and macro-environmental factors affecting marketing decisions for organisation
Ability to obtain and organise information from a wide range of source materials
Ability to work in groups in an effective and productive manner
Task | % of module mark |
---|---|
Essay/coursework | 70 |
Groupwork | 30 |
None
Task | % of module mark |
---|---|
Essay/coursework | 30 |
Essay/coursework | 70 |
Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.
Baines, P., , Rosengren, S. and Antonetti, P. (2022). Marketing. 6th Edition. Oxford University Press:
Oxford. (Please note. Previous 4th or 5th editions would also be acceptable).