międzynarodowy program MBA

Operational Marketing 

Beata Elzbieta Kupiec-Teahan

Aim

This module introduces the "fundamentals" of operational marketing, by illustrating fulfilment of marketing strategies in a wide range of situations. 

Course Content

This course will introduce the student to the concepts of marketing and the role of marketing strategy in organisational effectiveness. This toolkit will be shown to be relevant to public & private food sector activities, to organisations dealing in production and delivery of goods or services, in domestic or international markets, & for interactions with external & internal customers. Execution of effective marketing strategies around the product, place, price, promotion, people, process & physical evidence will be discussed. Understanding of customers, creation, communication and delivery of values will be used as a theoretical framework for operational processes. The various perspectives of thought in marketing are covered, together with relevant analytical models and management practices.

Assessment Methods

1. Coursework (40%)
2. Coursework (20%) and class excercises (20%)
3. Exam (60%)
4. Examination

Teaching and Learning Strategy

This module first provides a general introduction to marketing operations. Students are then able to contextualise this content for their own specialist programme of study through examination of subject-specific case studies & elements of assessment that allow reflection on an industry/company of their own choice. The main focus in contextualisation will be placed on characteristics of the agri food sector.

Key Skills Taught

1. Communication - Verbal
2. Communication skills
3. Interpersonal
4. Interpersonal skills needed in team work
5. Subject Specific (Eg Practical Skills)
6. Subject specific skills: Appreciate the application of marketing
7. concepts to a variety of situations, & generate relevant marketing recommendations.