| Unit name | Marketing |
|---|---|
| Unit code | EFIM30002 |
| Credit points | 20 |
| Level of study | H/6 |
| Teaching block(s) |
Teaching Block 4 (weeks 1-24) |
| Unit director | Ms. Marini |
| Open unit status | Not open |
| Pre-requisites |
Principles of Management ECON22650 |
| Co-requisites |
None |
| School/department | School of Economics, Finance and Management |
| Faculty | Faculty of Social Sciences and Law |
The overall aim of marketing is to distort the demand curve in favour of a particular firm. Good marketing requires an understanding of buyer behaviour, market research, marketing strategy and of the communication and distribution resources available to the marketer. This unit explores the underlying theories of consumer and B2B buyer behaviour, in order to provide insight into effective marketing responses. It considers the processes of developing and implications of market research, market positioning, advertising and promotion, as well as the particular difficulties of marketing services, building brands and of developing long-term relationships with customers. Students following the course will learn the key elements of producing a marketing plan.
