31 July 2016
Marketing and Advertising
The Marketing and Advertising Summer School introduces students to the fundamental theoretical concepts that underpin the marketing and advertising functions, including the role of consumer behaviour, analysing the environment; understanding customers, applying the marketing mix, the promotional mix, and advertising. The Summer School builds a collection of skills required to apply these fundamental concepts to case studies and other scenarios in order to produce basic marketing and promotion solutions.
The aim is to provide students with an integrated approach to the understanding of the key operational aspects of marketing and advertising. Seminars and workshops will form the basis of teaching and learning. They will be used to present key material and to provide opportunities for students to explore and discuss the concepts. Seminars will facilitate students' understanding of how theoretical frameworks relate to practice as well as incorporating the use of case study material, student presentations and student led sessions.
•Demonstrate knowledge of the foundations of Marketing, and an understanding of the fundamental Marketing philosophy.
•Show an understanding of the nature of, and the main influences on, consumer behaviour.
•Demonstrate the impact of the marketing environment on marketing decisions.
•Understand and apply the main concepts and methods of the marketing mix, market segmentation, targeting and positioning.
•Evaluate promotional strategies, particularly the role of advertising.
•Marketing and the Marketing Concept
•The Marketing Environment and the Importance of Marketing Information
•Introduction to marketing research
•Fundamentals of Consumer and Organisational Behaviour
•Segmentation/Targeting and Positioning
•The Marketing Mix and the extended Marketing Mix
•The Promotional Mix, and the role of Advertising
All participants must be enrolled or on a relevant course at minimum Level 4 at school, college or university. All participants must be aged 18 and above. As the programme is delivered in English, students will need a good level of English speaking, reading and writing skills
GBP 1275: Course + course materials + accommodation
GBP 995: Course + course materials