MKTG07130 2022 Introduction to Marketing

The objective of this module is to provide a comprehensive introduction to the fundamental principles of marketing, covering key questions about organisations operating in both the private and public sectors. The aim will be to place the learner at the vanguard of marketing thought that shapes practice in the modern organisation. This will enable the learner derive maximum value from the teaching and learning of marketing through the provision of basic concepts and comprehensive analytical frameworks.

Such a pedagogical approach will provide a foundation for the development of key analytical and critical appraisal skills as the learner constructs an integrated view of the marketing function and operating environment. It will identify the methods by which organisations add value to their assets through the implementation of effective marketing strategy and the challenging economic climate facing business in recent times. The module will explore the shifting economic performance of organisations emerging from a post pandemic world and the rapid adoption of issues like environmental sustainability, data analytics, technology, emerging media platforms and the growing power of particular economies in the developed world.

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. For principles of marketing courses that require a comprehensive text. Learn how to create value through customer connections and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, the 18th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. Pearson Pearson MyLab Marketing is not included. Students, if Pearson Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. Reach every student by pairing this text with Pearson Pearson MyLab Marketing MyLab(tm) is the teaching and learning platform that empowers you to reach every student. By combining trusted author content with digital tools and a flexible platform, MyLab personalizes the learning experience and improves results for each student.

A fully updated edition of the award winning textbook for social media marketing. With new case studies on a number of brands including TikTok, Puma and Nespresso and an updated companion website, this book is a must for anyone studying social media marketing.

Revised edition of the authors' Principles of marketing.

The book presents an accessible introduction to marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, the book features digital marketing integrated throughout the chapters as well as a chapter on marketing planning and strategy

The ninth edition of McGraw-Hills leading textbook, Principles and Practice of Marketing, provides a contemporaryand modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, thisauthoritative text provides students with a core understanding of the wider context of marketing operations withincompanies, illustrated with innovative examples of marketing in practice. It has been updated with the latestdevelopments, such as trends towards social and ethical marketing and cutting-edge technological change

Now nearing its sixtieth printing in English and translated into nineteen languages, Michael E. Porter's Competitive Strategy has transformed the theory, practice, and teaching of business strategy throughout the world. Electrifying in its simplicitylike all great breakthroughsPorters analysis of industries captures the complexity of industry competition in five underlying forces. Porter introduces one of the most powerful competitive tools yet developed: his three generic strategieslowest cost, differentiation, and focuswhich bring structure to the task of strategic positioning. He shows how competitive advantage can be defined in terms of relative cost and relative prices, thus linking it directly to profitability, and presents a whole new perspective on how profit is created and divided. In the almost two decades since publication, Porter's framework for predicting competitor behavior has transformed the way in which companies look at their rivals and has given rise to the new discipline of competitor assessment. More than a million managers in both large and small companies, investment analysts, consultants, students, and scholars throughout the world have internalized Porter's ideas and applied them to assess industries, understand competitors, and choose competitive positions. The ideas in the book address the underlying fundamentals of competition in a way that is independent of the specifics of the ways companies go about competing. Competitive Strategy has filled a void in management thinking. It provides an enduring foundation and grounding point on which all subsequent work can be built. By bringing a disciplined structure to the question of how firms achieve superior profitability, Porters rich frameworks and deep insights comprise a sophisticated view of competition unsurpassed in the last quarter-century.

Academy of Marketing Science Review

Business Horizons

Bloomberg

Californian Management Review

Corporate Responsibility Journal

European Journal of Marketing

Emerald, Factfinder, Infotrac Onefile, Infotrac Newspaper and Science Direct

Harvard Business Review

Journal of International Marketing

Journal of the Academy of Marketing Science

Journal of Marketing Research

International Journal of Research in Marketing

Irish Marketing Review

Journal of Change Management

Journal of Consumer Research

Journal of Strategic Marketing

Journal of World Business

Long Range Planning

Management Decision

MIT Sloan Management Review

Thunderbird International Review

Strategic Management Journal

Financial Times 

Sunday Business Post Archives

European Case Clearing House

Multiple relevant links and appropriate URL's will be referenced during class and group sessions.