Overview:
- Credits:
- 10.0
- Level:
- 4
- Semester:
- Semester One
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Dr Andrew Keating
MKT40710 Dev & Comm Customer Value Prop
Academic Year 2018/2019
An understanding of the customer is an essential prerequisite for effective marketing strategy. This course seeks to provide students with a thorough knowledge of the key tools and frameworks for understanding the customer, with a focus placed upon marketing management and strategy. The course focuses both on theory and application, with an emphasis on its use in the development and deployment of marketing strategy. The course involves the extensive use of applied cases and discussion.Show/hide contentOpenClose All
Curricular information is subject to change
Learning Outcomes:
On completing this module, students will be expected-
To be able to explain and apply the principles of segmentation, targeting and positioning
To understand the role of and make decisions about the use of the marketing mix.
To understand and critically evaluate the role of strategy in marketing decision making
To understand and apply customer centered apporaches to innovation and new product development.
| Student Effort Type | Hours |
|---|---|
| Lectures | 0 |
| Total | 0 |
Requirements, Exclusions and Recommendations
Not applicable to this module.
| Description | % of Final Grade | Timing |
|---|---|---|
| Assignment: Project | 45 |
Unspecified |
| Assignment: Case Study Solutions | 40 |
Unspecified |
| Assignment: Class Participation | 15 |
Unspecified |
Compensation
This module is not passable by compensation
Resit Opportunities
In-semester assessment
Remediation
If you fail this module you may repeat, resit or substitute where permissible
Discover our Rankings and Accreditations
