BHO1171 - Introduction to Marketing
BHO2434 - Consumer Behaviour
BHO2265 - Integrated Marketing Communications
|1.||Demonstrate an understanding of the evolution of marketing strategic thought;|
|2.||Compare, contrast and critically evaluate marketing managerial and strategic approaches to strategy formulation;|
|3.||Demonstrate an understanding of alternative theoretical frameworks;|
|4.||Analyse trends and identify growth opportunities in marketing; and|
|5.||Formulate and recommend appropriate marketing strategies for creating competitive advantage.|
|Test||Multiple Choice Test||20%|
|Case Study||In-class, open book case study scenario based||30%|
|Report||Marketing plan report (Group)||35%|
|Presentation||Marketing plan presentation (Group)||15%|
Strategic Marketing: Creating Competitive Advantage 3rd ed
West, D., Ford. J, Ibrahim, E. (2015)
Oxford University Press
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