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This module provides an introduction to the concept and practice of marketing.
The report documents the result of an independently researched analysis of a marketing related topic or issue. It is intended to provide a degree of synthesis of the various course components. The student should be able to demonstrate he/she is able to apply knowledge and skills gained and that he/she has an understanding of the wider context of the programme of study undertaken.
Integrated marketing communication (IMC) is becoming pervasive both in the marketing discipline and in marketing activities. IMC aims to establish, deliver and maintain consistent and effective communication with stakeholders. However, as the module will discuss in details, this is challenging and not easy to achieve. The module enables students to study essential concepts with in the IMC subject area; to build coherent and consistent brand images; and, to apply to theoretical knowledge into practical skills. This will be achieved through a mixed approach of assessment methods.
Marketing research is fundamental to management decision making. It helps reduce risks or uncertainty as well as to facilitate the achievement of the organisation¿s marketing objectives. This module will aim to equip the students with knowledge and skills to design, implement and manage marketing research projects. Upon completion of the module, students should have an understanding of the marketing research process and different approaches and methods for research design. Students are expected to develop skills necessary for primary and secondary data collection and are able conduct data analysis.