Educational guide 2023_24 Faculty of Business and Economics

Contents

Topic	Sub-topic
1. A Marketing Life: An exploration of the omnipresence of marketing in contemporary life.	Marketing ubiquity The Colonisation of Everything Democracy, capitalism and marketing
2. The History and Evolution of Marketing	Marketing history through 'The Century of the Self' (mass persuasion and the engineering of consent).
3. Marketing Managment: The discipline	A management discipline An academic discipline Marketing as a profession Marketing as a business process
4. Strategic Marketing	The tools and techniques of strategic marketing and strategic planning, as thought in business schools around the world
5. Creative Marketing	Exploring the link between creativity and successful marketing.
6. The Marketing Environment	The marketing environment model Current issues and trends in the macro environment.
7. Marketing Research & Privacy	An introduction to marketing research Quantitative and qualitative marketing research techniques Marketing research and consumer privacy
8. The Consumer	Consumer behaviour Consumer culture theory
9. Manufacturing Choice: Segmentation	An introduction to consumer choice and market segmentation techniques
10. 'Be Different'. Positioning	An introduction to market positioning and the USP - unique selling proposition
11. Digital & Social Media Marketing	An introduction to the history, evolution and current trends in online, digital and social media marketing
12. International Marketing	An introduction to marketing across different cultural contexts.