Presentation is loading. Please wait.

Presentation is loading. Please wait.

Introduction to Marketing Practice Lecture 1 Karen Knibbs and Vesselin Blagoev Marketing Practice – U14210 S2 09/10.

Similar presentations


Presentation on theme: "Introduction to Marketing Practice Lecture 1 Karen Knibbs and Vesselin Blagoev Marketing Practice – U14210 S2 09/10."— Presentation transcript:

1 Introduction to Marketing Practice Lecture 1 Karen Knibbs and Vesselin Blagoev Marketing Practice – U14210 S2 09/10

2 Welcome to Marketing Practice! Introduction to the Unit Syllabus Assessment Student preparation Tutor Support & IUC Blackboard (replacement for WebCT) So what’s Marketing Practice all about? So what’s Marketing Practice all about? 2 Marketing Practice S2 2010

3 Unit overview - handbooks Learning outcomes – you will be able to: 1.Demonstrate an understanding of operational marketing practices 2.Identify links between marketing activities and relevant theories and concepts 3.Recognise and explain the reasons for success and failure of marketing programme implementation 3 Marketing Practice S2 2010

4 Syllabus 1. Introduction: marketing in practice 2. Contemporary issues in marketing theory and practice 3. Marketing Planning 4. Market and Marketing Research 5. Market Information and Analysis 6. Strategic Marketing Planning – using metrics 7. Customer relationship management (CRM) 8. Brand Management 9. Business-2-Business (B2B) & SME Marketing 10. Electronic, Mobile & Internet Marketing 11. Revision 4 Marketing Practice S2 2010

5 Assessment 40% of total mark: Group Presentation weeks 7-10, issue analysis and mini mktg plan on one of the 4 P’s plus an individual reflection report Fail to turn up=fail 60% of total mark: Short essay exam 2 questions from 5, 1 1/2 hours Marketing Practice S “And now let’s dim the lights so I can read the exact contents of each slide to you”

6 Student Preparation prepared Turn up prepared to seminars! Do background reading Core textbook (same as Principles of Marketing) Baines, P., Fill, C., & Page, K. (2008). Marketing. Oxford: Oxford University Press. It The recommended reading list includes also Kotler and Armstrong (2010) and Kotler and Keller (2009). 6 Marketing Practice S2 2010

7 Tutor Support Each week in seminars Extra examples, literature discussion Case study review Week 6 – bring your work-in-progress for Assessed Presentations Discussion boards – prepare for the discussions Marketing Practice S

8 So what’s Mktg Pract all about? So what’s Mktg Pract all about? Challenging the definition/s of marketing Reviewing how marketing is viewed, used and applied in the “real world”? Putting you in the shoes of a Marketing Practitioner Analysing typical marketing research information Finding out what YOU have learned! Marketing Practice S

9 Marketing in context Marketing is useful to ALL types of business Textbooks often focus on large “blue chip” companies, typically consumer oriented, American and globally operating Let’s consider SME’s (account for 99.8% of all UK businesses – ONS, BERR 2006), B2B, NFP, Dotcoms Marketing Practice S

10 What do I need to do now? Read the handbook Read the core text Agree who you’re going to work with for the assessed presentation Start thinking of a company to research Check out the IUC Blackboard Marketing Practice S


Download ppt "Introduction to Marketing Practice Lecture 1 Karen Knibbs and Vesselin Blagoev Marketing Practice – U14210 S2 09/10."

Similar presentations


Ads by Google