BMAN30021
Marketing
10
Semester 1
Undergraduate
Level 3
Alexander Gunz
Unit coordinator
Alliance Manchester Business School
1
FHEQ level (Framework for Higher Education Qualifications) ' Last part of a Bachelors '
European Credit Transfer & Accumulation System Rating : 5.0
<article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&:has([data-writing-block])>*]:pointer-events-auto scroll-mt-(--header-height)" tabindex="-1" dir="auto" data-turn-id="3daa3ebf-7bc4-4894-99a4-b5cba22b1dd8" data-testid="conversation-turn-9" data-scroll-anchor="false" data-turn="user"> </article><article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&:has([data-writing-block])>*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" tabindex="-1" dir="auto" data-turn-id="request-WEB:f5c505b9-7c30-4d2b-a611-0c3045d494c4-4" data-testid="conversation-turn-10" data-scroll-anchor="true" data-turn="assistant"><div class="text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] @w-sm/main:[--thread-content-margin:--spacing(6)] @w-lg/main:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)"><div class="[--thread-content-max-width:40rem] @w-lg/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn" tabindex="-1"><div class="flex max-w-full flex-col grow"><div class="min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&]:mt-1" data-message-author-role="assistant" data-message-id="63151005-2370-45b1-b493-673519433d3e" dir="auto" data-message-model-slug="gpt-5-3"><div class="flex w-full flex-col gap-1 empty:hidden first:pt-[1px]"><div class="markdown prose dark:prose-invert w-full wrap-break-word light markdown-new-styling"><p>An introduction to marketing for people who are primarily studying other areas. It covers the essential ideas of the field at an introductory level. It explains the ways in which marketing is not just advertising, but a practical understanding of how people (and organizations) exchange things and ideas. We explore important factors such as what is exchanged, where it exists and is exchanged, how these exchanging people/organisations see and understand it, who they are, how they know or find each other and communicate, and the impact that it has on them, and on others.</p></div></div></div></div></div></div></article>
<article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&:has([data-writing-block])>*]:pointer-events-auto scroll-mt-(--header-height)" tabindex="-1" dir="auto" data-turn-id="3daa3ebf-7bc4-4894-99a4-b5cba22b1dd8" data-testid="conversation-turn-9" data-scroll-anchor="false" data-turn="user"> </article><article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&:has([data-writing-block])>*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" tabindex="-1" dir="auto" data-turn-id="request-WEB:f5c505b9-7c30-4d2b-a611-0c3045d494c4-4" data-testid="conversation-turn-10" data-scroll-anchor="true" data-turn="assistant"><div class="text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] @w-sm/main:[--thread-content-margin:--spacing(6)] @w-lg/main:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)"><div class="[--thread-content-max-width:40rem] @w-lg/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn" tabindex="-1"><div class="flex max-w-full flex-col grow"><div class="min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&]:mt-1" data-message-author-role="assistant" data-message-id="63151005-2370-45b1-b493-673519433d3e" dir="auto" data-message-model-slug="gpt-5-3"><div class="flex w-full flex-col gap-1 empty:hidden first:pt-[1px]"><div class="markdown prose dark:prose-invert w-full wrap-break-word light markdown-new-styling"><p>An introduction to marketing for people who are primarily studying other areas. It covers the essential ideas of the field at an introductory level. It explains the ways in which marketing is not just advertising, but a practical understanding of how people (and organizations) exchange things and ideas. We explore important factors such as what is exchanged, where it exists and is exchanged, how these exchanging people/organisations see and understand it, who they are, how they know or find each other and communicate, and the impact that it has on them, and on others.</p></div></div></div></div></div></div></article>
<article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&:has([data-writing-block])>*]:pointer-events-auto scroll-mt-(--header-height)" tabindex="-1" dir="auto" data-turn-id="4841748c-71be-4804-a743-cff021562222" data-testid="conversation-turn-13" data-scroll-anchor="false" data-turn="user"> </article><article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&:has([data-writing-block])>*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" tabindex="-1" dir="auto" data-turn-id="request-WEB:f5c505b9-7c30-4d2b-a611-0c3045d494c4-6" data-testid="conversation-turn-14" data-scroll-anchor="true" data-turn="assistant"><div class="text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] @w-sm/main:[--thread-content-margin:--spacing(6)] @w-lg/main:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)"><div class="[--thread-content-max-width:40rem] @w-lg/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn" tabindex="-1"><div class="flex max-w-full flex-col grow"><div class="min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&]:mt-1" data-message-author-role="assistant" data-message-id="42c540ea-d631-491d-a243-05d2ae2d98e4" dir="auto" data-message-model-slug="gpt-5-3"><div class="flex w-full flex-col gap-1 empty:hidden first:pt-[1px]"><div class="markdown prose dark:prose-invert w-full wrap-break-word light markdown-new-styling"><p data-start="0" data-end="17">The unit aims to:</p><p data-start="19" data-end="110">• Develop students' understanding of key marketing terminology and conceptual frameworks.</p><p data-start="112" data-end="282">• Provide students with an understanding of the role marketing plays in businesses and not-for-profit organisations and its importance for individuals within a society.</p><p data-start="284" data-end="431">• Provide students with: (a) an understanding of buyer behaviour and (b) the skill to apply this knowledge to build firms’ competitive advantage.</p><p data-start="433" data-end="535">• Develop students’ understanding of how different organisations develop their marketing strategies.</p><p data-start="537" data-end="650" data-is-last-node="" data-is-only-node="">• Develop students’ knowledge of marketing tools and procedures used to analyse a variety of business situations.</p></div></div></div></div></div></div></article>
<p data-start="0" data-end="69">Describe and explain key theoretical concepts and terms of marketing.</p><p data-start="71" data-end="219" data-is-last-node="" data-is-only-node="">Explain the role of marketing, how it fits into the management of an organisation, and how it interacts with other functions within an organisation.</p>
<p data-start="0" data-end="147">Distinguish between effective and ineffective marketing practices and assess the importance of the marketing mix for an organisation's performance.</p><p data-start="149" data-end="213" data-is-last-node="" data-is-only-node="">Identify marketing concepts in specific situations and contexts.</p>
<div class="flex flex-col text-sm pb-25"><article class="text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [&:has([data-writing-block])>*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" tabindex="-1" dir="auto" data-turn-id="request-WEB:f5c505b9-7c30-4d2b-a611-0c3045d494c4-15" data-testid="conversation-turn-32" data-scroll-anchor="true" data-turn="assistant"><div class="text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] @w-sm/main:[--thread-content-margin:--spacing(6)] @w-lg/main:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)"><div class="[--thread-content-max-width:40rem] @w-lg/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn" tabindex="-1"><div class="flex max-w-full flex-col grow"><div class="min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+&]:mt-1" data-message-author-role="assistant" data-message-id="932947af-1f86-4b0b-8758-5301c8c00567" dir="auto" data-message-model-slug="gpt-5-3"><div class="flex w-full flex-col gap-1 empty:hidden first:pt-[1px]"><div class="markdown prose dark:prose-invert w-full wrap-break-word light markdown-new-styling"><p data-start="0" data-end="53" data-is-last-node="" data-is-only-node="">Be able to relate key concepts to marketing practice.</p></div></div></div></div></div></div></article></div>
<p>Describe and evaluate the role of marketing within a range of business and not-for-profit contexts.</p>
<p data-start="43" data-end="70">Introduction to Marketing</p><p data-start="72" data-end="89">Buyer Behaviour</p><p data-start="91" data-end="155">Market Research; Segmentation, Targeting and Positioning (STP)</p><p data-start="157" data-end="181">Marketing Mix: Product</p><p data-start="183" data-end="213">Marketing Mix: Price & Place</p><p data-start="215" data-end="241">Marketing Mix: Promotion</p><p data-start="243" data-end="263">Marketing Strategy</p><p data-start="265" data-end="290">International Marketing</p><p data-start="292" data-end="324">Socially Responsible Marketing</p><p data-start="326" data-end="365" data-is-last-node="" data-is-only-node="">Marketing Management in the Digital Era</p>
<p>Lectures: 20 hours</p><p>Delivery format: lectures</p><p>Practice MCQ quiz items will be available on Canvas</p><p>Additional content to supplement the lectures such as short videos and links to relevant websites etc., will be provided via Canvas</p><p>Discussion boards will be provided for asynchronous questions relating to the course unit.</p>
0
Other
100%
<p>MCQ exam - 30%</p><p>Exam - 70% </p><p> </p>
<p><br />
<br />
</p>
Y
<p data-start="0" data-end="85">Core textbook: <em data-start="15" data-end="26"><i>Marketing</i></em> by Baines, Rosengren & Antonetti, Oxford University Press.</p><p data-start="87" data-end="171" data-is-last-node="" data-is-only-node="">Supplementary reading: Extra readings are provided on the course unit’s Canvas site.</p>
Lectures
20
0
76.5
<p>This course is not available to students who have previously taken (or are enrolled in) BMAN20832.</p>