Assignment Brief
SUNDERLAND BUSINESS SCHOOL
Post Graduate Modular Scheme
Module PGBM15
Marketing Management
University of Sunderland
ACADEMIC YEAR 2010 - 11
________________________________________________________
Welcome to the Sunderland Business School
The Marketing Management Module is intended to give you an understanding of the role of marketing within an organisation and to recognise the range of decisions that have to be taken by marketers in relation to ensuring that organisations remain sensitive to market needs.
The module workshops will place much emphasis on current marketing developments and assessing the impact of such developments. Attention will be given to ensuring that you have an awareness of particular concepts, theories and principles, and that you are able to apply this material to marketing issues and problems that will arise from your workshop activities. The workshops will utilise formal input, case studies, journal and newspaper articles, and group discussions. The directed reading you will undertake will provide you firstly with a framework within which you can understand the appropriateness and validity of the workshop activities, and secondly with an explanation of the particular concepts and principles and an insight into the business context in which marketers operate.
Module Leader --------- Charles Moss
MODULE MKTMO1 MARKETING MANAGEMENT
Workshop 1: Perspectives on Marketing and Its Role in a Changing World
____________________________________________________________________________
Introduction
Marketing has become widely synonymous with the ways in which organisations attract their customers and persuade them to
Post Graduate Modular Scheme
Module PGBM15
Marketing Management
University of Sunderland
ACADEMIC YEAR 2010 - 11
________________________________________________________
Welcome to the Sunderland Business School
The Marketing Management Module is intended to give you an understanding of the role of marketing within an organisation and to recognise the range of decisions that have to be taken by marketers in relation to ensuring that organisations remain sensitive to market needs.
The module workshops will place much emphasis on current marketing developments and assessing the impact of such developments. Attention will be given to ensuring that you have an awareness of particular concepts, theories and principles, and that you are able to apply this material to marketing issues and problems that will arise from your workshop activities. The workshops will utilise formal input, case studies, journal and newspaper articles, and group discussions. The directed reading you will undertake will provide you firstly with a framework within which you can understand the appropriateness and validity of the workshop activities, and secondly with an explanation of the particular concepts and principles and an insight into the business context in which marketers operate.
Module Leader --------- Charles Moss
MODULE MKTMO1 MARKETING MANAGEMENT
Workshop 1: Perspectives on Marketing and Its Role in a Changing World
____________________________________________________________________________
Introduction
Marketing has become widely synonymous with the ways in which organisations attract their customers and persuade them to