Marketing - BUSI97389
Consumer Behaviour - BUSI97008
Relationship Marketing - BUSI97209
Not all relationships are created equal. More often than not companies and organisations spend great amount of resources developing and marketing new products/services only to discover that consumer response is far less ecstatic than expected. The reality is that in most cases consumers are indifferent about businesses offerings – they simple do not care. To succeed business must make a more compelling case than it is today - in terms of consumer experience, deeper purpose, social value, and greater inspiration for consumers as well as employees. Effective relationship marketing requires a clear understanding of consumers and the market in general. The primary aim of this module is to help students understand how relationship marketing contributes to a business’ competitiveness and survival. Second, the module is designed to provide students with critical marketing insights, tools, and techniques.
Throughout the module students will gain an understanding of the contingent conditions under which various relationship marketing techniques work most effectively. The module will also introduce a number of new marketing concepts associated with brand management, promotion, and services marketing. Short case studies during lectures underscore the critical value of marketing strategies in creating successful and profitable customer relationships. Findings from current research of Andreas Eisingerich will be part of and discussed throughout the lectures.
Marketing Management - BUSI97226
Among business disciplines, marketing is the primary contact point between a business and its customers. Nearly everybody will, at some point in their career, wear a marketing hat. Understanding marketing will help you whether you are an accountant, a consultant, a programmer, a banker, or a museum curator. Appreciating customer needs and how to marshal the resources of an organisation to meet those needs are crucial skills in today’s business world. This module develops a general management viewpoint in planning and evaluating marketing decisions, from both a strategic and tactical perspectives. It will help students understand how marketing decisions contribute to business performance and are affected by organisational and environmental influences. This module will help develop the following:
- An understanding of fundamental marketing terms, concepts, principles, ideas and theories.
- An appreciation of the multifaceted role of marketing within organisations.
- An understanding of how marketing contributes to strategy.
- An understanding of the close relationship between marketing and other functions within an organisation.
- Skills in using the marketing toolkit for competitive advantage.
- Critical thinking and communication skills relating to marketing.
The main knowledge objectives of the module are to understand:
- How marketing contributes to the firm’s survival and growth
- How marketing plans are developed and implemented
- The fundamental concepts and ideas in marketing
The main skill objectives of the module are to enable students to develop:
- The conceptual, technical and interpersonal skills managers need to communicate effectively in the business world
- The analytical skills needed to analyse a company’s customers and external environment
- How to manage a market strategically
- The ability to work with others in groups and solve market-related problems