The module aims to provide a critical and systematic understanding of theory and practice in marketing. Marketing is the business discipline which delivers value to customers and it is this context that students will gain a comprehensive understanding of marketing tools and techniques and their limitations. Insights into the relationship between marketing and strategy, marketing and the customer, marketing and operations and marketing and the brand will emerge from service, manufacturing, technological and consumer product perspectives. The module will trace the development and application of marketing theory embracing the experiences of FMCG approaches, through to business to business and marketing relationships and by critically identifying theoretical synergies which underpin marketing decision making.
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