EBBA/3C – CASES IN MARKETING (10 ECTS)

Overview

Marketing is fundamental to the operations of any organisation whether it is a local family-run convenience store, a charity, a new online game or a product-diverse multinational enterprise. The course examines the fundamentals of marketing setting them within a contemporary context to which students can relate. This course provides students with marketing case study analysis, based on real-life examples of marketing approaches and strategies. .Marketing is explored from an academic, practitioner and student (as a consumer) perspective. All require to a greater of lesser extent marketing activities. Moreover, each ane everyone one of us engages, both consciously and subconsciously, with marketing messages throughout our daily lives. As marketing plays a crucial role both in our personal lives and that of a diverse range of organisations it is considered a fundamental module. However, marketing does not operate in isolation and therefore must be considered in relation to other functional activities such as finance.

Course Objectives

Introduce students to the core of marketing functions in organizations: promoting, communicating, launching new products and services, and creating loyal customers. Also the course aims to deliver content that explores the frameworks, ideas and concepts that underpin marketing and considers their relationship to practice.

Learning content and outcomes

At the completion of the course the student will be able to:

1. Explain, using detailed examples, how the marketing mix operates within different organisational
   settings.
2. Critically evaluate, using detailed examples, how a range of external factors can influence/impact
   upon marketing operations.
3. Debate ethical issues relating to marketing operations.
4. Explain the relevance of branding to both products and services.
5. Evaluate evidence synthesised from a range of diverse sources.
6. Develop rational arguments supported by reliable and validated sources of information.
7. Engage in critical self-reflection to help identify both strengths and areas for further development.
8. Develop their communication skills.
9. Demonstrate their ability to be independent and take responsibility for their actions.
10. Develop their time management skills able to meet challenging deadlines.

Assessment

55% – Classwork (review questions, homework, essay, and other related activities)
5% – Merits
40% – Final Exam

Bibliography

•  Calkins, Breakthrough Marketing Plans (Palgrave Macmillan, 2008)