| CODE | MRK1400 | ||||||||
| TITLE | Introduction to Marketing Concepts | ||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit introduces the student to the fundamental principles and theoretical concepts of the marketing philosophy. In an exciting and engaging way the study-unit illustrates the significance and application of ‘marketing management’ concepts and principles to ‘real-life’ organisations that operate in today’s highly competitive market conditions. At a conceptual level, this study-unit seeks to present an integrated framework around which the major areas of ‘operational’ marketing management are discussed. The students are guided to learn marketing processes, understand marketing thought, design marketing strategy and conduct marketing activities in a digital age among others. Study-Unit Aims: Marketing is a journey that allows organisations to enter new markets, develop relevant products and services, and discover new opportunities. The study-unit conveys intellectual curiosity for students to gain marketing knowledge, understand how this evolved and is applied in real-life scenarios. The study-unit aims to provide students with an opportunity to become fluent with core marketing topics including Marketing process, Marketing Mix, Fundamentals of Digital Marketing, capturing customer value, building customer relationships, pricing and communications. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Define Marketing and the Marketing Process; - Describe the development of the marketing thought; - Explain the marketing mix; - Discuss marketing in the digital age, marketing ethics and social responsibility. 2. Skills: By the end of the study-unit the student will be able to: - Illustrate the creation and capturing customer value; - Design a customer-driven marketing strategy; - Apply customer relationship concepts; - Examine a marketing environment; - Apply concepts of product, price, distribution and communications management. Main Text/s and any supplementary readings: Main Texts: - Kotler, P.; Armstrong, G. 2012. Principles of Marketing. Prentice Hall. Supplementary Readings: For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing - Journal of Vacation Marketing |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Joseph Spiteri |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
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