On successful completion of this programme the learner will be able to :
Knowledge - Breadth
An in-depth knowledge of marketing theory, principles, processes and techniques, and their application in business and not for profit organisations.
Knowledge - Kind
The connection between marketing information and research, and marketing strategy, marketing operations and competitive advantage;
The implications of the marketing concept (customer focus) for company policies, interface with customers and marketing success
Skill - Range
Techniques of planning and managing the marketing function, controlling marketing operations, brand development and brand management; Skill in planning and managing sales programmes; ability to define and execute marketing research projects.
Skill - Selectivity
Ability to identify market opportunity, select target markets, and design an appropriate marketing mix,to apply financial techniques and analysis to marketing,to employ empirical data effectively to aid marketing decision-making.
Competence - Context
Ability to apply marketing theories across a broad range of business environments and to critically formulate and evaluate relevant options and solutions in a variety of marketing contexts
Competence - Role
Ability to contribute positively both autonomously and as a member of a team and to work ethically and professionally with the capacity for innovation and supervision
Competence - Learning to Learn
Ability to identify and address continuous learning requirements at a personal and professional level in recognition of the transience of applied skills; the graduate will be open to change and will be willing to engage with new developments and practices in marketing
Competence - Insight
Skill to undertake marketing in a socially responsible manner, conscious of the effects of marketing on consumer well-being, the environment and the earth’s resources, and the ability to balance this with the drive for business growth and profitability