Introduction to Marketing and Consumer Behavior

BUSN3710 Marketing Principles

Questions:

Module Aims

This module provides students with an introduction to marketing and its role in business and society. It gives students an overview of the principles underpinning marketing activities, and is both an introduction to the subject area. The module aims to introduce the key concepts of marketing, an understanding of consumer behaviour, and an evaluation and application of marketing tools in the context of contemporary major social and environmental issues.

Learning Outcomes

On successful completion of this module you should be able to:

Understand the underpinning principles and current practice of marketing and its role in organisations.
Understand the characteristics and dynamics of the external environments within which organisations operate.
Collect data from a range of defined sources and analyse to present information and solve business problems.
Communicate effectively, orally and in writing, in a clear and concise manner using a range of media which are widely used in business.
Show an awareness of ethical constraints facing organisations.
Work effectively in a group on a given task meeting obligations to other group members.

Topic:

Choose a brand from ONE of the following categories:

Fashion, or
IT/Gaming

Research and analyse the company in terms of its market/marketing environment and CSR practices. It is essential that you select a company that has presence in the UK and / or focus on UK market

Assessment criteria explained:

Introduction to the company

Clear background of the company
Demonstrate knowledge about the firm’s recent performances (e.g. marketing and financial performances)

What macro factors need to be considered for this brand in the UK over the next 12 months?

Examine the macro environmental issues that have potential impact on the firm within the UK
Appropriate use of PESTEL framework
Bullet points recommended but all data must be correctly referenced
Summary paragraph discussing key macro factors

What micro factors need to be considered for this brand in the UK over the next 12 months?

Examine the micro environmental issues that have potential impact on the firm within the UK
Appropriate use of micro framework (customers, competitors, suppliers and distributors)
Bullet points recommended but all data must be correctly referenced
Summary paragraph discussing key micro factors

Identify three main target audiences of the brand

Use appropriate segmentation criteria theory to identify up to three main target audiences

How is the brand positioned?

Examine the firm’s strategic position
Appropriate use of a perceptual map

What are the firm’s CSR policies? Highlight any ethical issues the firm is currently facing or may face over the next 12 months

Evaluate the firm’s current CSR practices and discuss whether these practices are sufficient for the ethical issues that the firm is facing or might face in the near future.

Give some recommendations about how the brand can grow over the next 12-36 months