|Sources / references||20|
|Description / paper instructions
Follow the instruction on the file call “requirement…”
(Important)The1.docx is the lastest requirement and guidline from modular leader, the essay should follow those guiline. It also provides some link for related material and references searching.The others are some of reports of Tesco from Internet.
Nature of Subject and Aims
This unit aims to introduce the discipline of marketing to Marketing MSc students.
This unit covers the theory and practice of marketing in organisations – which
functions embrace developing, planning and coordinating marketing decisions to
achieve marketing goals and objectives and build competitive advantage.
This unit aims to provide students with depth of understanding of marketing planning,
strategy development and marketing auditing using tools and techniques for
developing strategic direction, implementation of marketing decisions including
marketing communications, pricing, distribution, product and distribution decisions,
segmentation, targeting and positioning decisions and buyer behaviour decisions.
By the end of this unit, students should be able to:
• • Understand the context of marketing including the concept of consumer
consumer segments, consumer and business markets, and consumer
• • Ability to analyse and understand the various elements of a marketing
including the macro and micro environment.
• • Comprehend the components of a marketing strategy, including
consumer markets, positioning methods & targeting approaches.
• • Understand the principles of product and brand management including
• • Understand the principles of pricing in the context of marketing a product or
• • Understand the principles of promoting products/services.
• • Understand the role of physical distribution and logistics in marketing a
• • Complete a marketing audit of an organisation in order to make
future marketing strategies.
This module is taught through 11 x 2hr weekly lectures and 10 x 1hr tutorials.
Lectures will provide the core knowledge of the subject, introduce underlying
concepts and provide a demonstration of current and proposed practices.
Tutorials are to encourage discussion
and analysis as well as to develop students’ communication skills, teamwork and
creative insight, through analyses and presentations of case studies. Additional
teaching methods may include guest speakers/lecturers to give the course either a
practical edge or to provide a specialist edge.
Students must individually complete a 3,000-word marketing audit on a company of
their choice (in a country of their choice). The marketing audit is comprised of an
analysis of the marketing environment (macro and micro), the marketing mix, the
segmentation, targeting and positioning and recommendations for future strategies,
as well as prepare (in groups) a marketing mix analysis of a chosen brand, present it
in tutorial group and submit a report (1000 words).
• Solomon, M.R. Marshall, G.W., Stuart, E.W., Mitchell, V.-W. and Barnes, B. (2012)
Marketing: Real People, Real Decisions. Harlow: Pearson Education.
• • Blythe, J. (2006) A Very Short, Fairly Interesting and Reasonably Cheap
Studying Marketing. London: Sage.
• • Brownlie, D., Saren, M., Wensley, R. and Whittington, R. (eds, 1999)
Towards Critical Marketing Accountings. London: Sage.
• • Cochoy, F. (2016) On Curiosity. Manchester: Mattering Press.
• • Gabriel, Y. and Lang, T. (2015) The Unmanageable Consumer, third
edition. London: Sage.
• • Goddard, A. (1998) The Language of Advertising: Written Texts. London:
• • Malefyt, T.D. and Moeran, B. (eds, 2003) Advertising Cultures. Oxford: