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Marketing

BM306

Course CodeBM306
ECTS

Course Description

The aim of this unit is to provide learners with the marketing knowledge and techniques required to effectively engage in marketing activities. This will be supported by an awareness of key marketing and campaign principles which will provide the foundation for producing and presenting market research results and a marketing campaign.

Course Objectives

The aim of this unit is to provide learners with the marketing knowledge and techniques required to effectively engage in marketing activities. This will be supported by an awareness of key marketing and campaign principles which will provide the foundation for producing and presenting market research results and a marketing campaign.

Key Topics

  1. LO1: Know about marketing principles.
  2. LO2: Know about marketing campaigns.
  3. LO3: Be able to conduct market research.
  4. LO4: Be able to plan a marketing campaign.

Course Outline

WeekTopics
1Introduction to Marketing and Constraints
2Market Research Benefits and Measuring Impact
3Primary Market Research Methods
4Conducting Market Research
5Assessing Research Findings
6The Marketing Mix
7Marketing Campaigns and Digital Channels
MidtermMidterm evaluation
9Campaign Planning
10Campaign Presentation
11Reflection and Campaign Improvement
12Applying Marketing in practice: case studies
13Assignment workshop: research, planning and referencing
14Assignment workshop: drafting, feedback and improvement
15Review and coursework completion
FinalFinal assessment and submission

Learning Outcomes

  1. LO1 Know about marketing principles.
  2. 1.1 Explain the role of marketing in business.
  3. 1.2 Explain the constraints placed on marketing activities.
  4. 1.3 Explain why conducting marketing research is beneficial to a business.
  5. 1.4 State ways in which the impact of marketing can be measured.
  6. LO2 Know about marketing campaigns.
  7. 2.1 Explain the elements of the marketing mix.
  8. 2.2 Explain the purpose of marketing campaigns.
  9. 2.3 Explain how businesses use digital marketing to support a marketing campaign.
  10. LO3 Be able to conduct market research.
  11. 3.1 Explain different methods of primary market research.
  12. 3.2 State the factors which influence the choice of primary market research method.
  13. 3.3 Conduct primary and secondary research to identify business opportunities.
  14. 3.4 Assess market research findings to inform a marketing plan.
  15. LO4 Be able to plan a marketing campaign.
  16. 4.1 Plan a marketing campaign for a product/service/event.
  17. 4.2 Present the marketing campaign to a relevant audience.
  18. 4.3 Reflect on feedback to make informed improvements to a marketing campaign.
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