| CODE | MRK2000 | ||||||||
| TITLE | Marketing Foundations | ||||||||
| UM LEVEL | 02 - Years 2, 3 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. The focus will be on illustrating the significance and application of ‘marketing management’ concepts and principles to ‘real-life’ organisations operating 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 may be discussed. Indicative Syllabus and Study-unit Outline The study-unit will be organised around the following topics: - Marketing: creating and capturing customer value; - Company strategy: partnering to build customer relationships; - Analysing the marketing environment; - Introduction to 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: - Hackley, C. 2009. Marketing: A Critical Introduction London: Sage. - Palmer, A. 2009. Introduction to Marketing: Theory and Practice, Second ed. Oxford: Oxford University Press. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Marika Fsadni |
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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 Units not attracting a sufficient number of registrations may be withdrawn without notice.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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