| CODE | MRK2101 | ||||||||||||||||
| TITLE | Foundations of Marketing | ||||||||||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||||||||||
| MQF LEVEL | 5 | ||||||||||||||||
| ECTS CREDITS | 4 | ||||||||||||||||
| DEPARTMENT | Marketing | ||||||||||||||||
| DESCRIPTION | Rationale and Learning Objectives 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: - Defining Marketing and the Marketing Process; - The development of the marketing thought - Designing a Customer-Driven Marketing Strategy and the Marketing Mix; - Marketing in the Digital Age, Marketing Ethics and Social responsibility. Reading List Core Textbook: - Kotler, P.; Armstrong, G. 2012. Principles of Marketing. Prentice Hall. Additional Reading: 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 Units not attracting a sufficient number of registrations may be withdrawn without notice.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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