Keele University Prospectus Undergraduate | 2016 | Page 144

BUSINESS AND MANAGEMENT

Marketing
Overview

The Marketing programme at Keele offers you a
unique training in the use of marketing by a range
of organisations, including businesses and the
non-profit or public sector organisations.
It is taught from a critical perspective encouraging
you to develop independent thinking as well as
a thorough knowledge of marketing theory and
practice. Marketing is a research-led, topical course
that will develop intellectual and analytical skills as
well as giving a unique understanding of marketing
in a variety of settings. While encouraging you
to understand the role of marketing within wider
society, the course also ensures that you learn the
practical marketing tools and techniques required
in the commercial sector to manage and plan the
marketing function and identify and communicate
with the potential markets.
Marketing staff include international experts in
the field of consumer research, small and medium
enterprises, arts marketing and social marketing,
which means that teaching is informed by
up to the minute ideas and information. Elective
modules will introduce you to the latest cutting edge
research and provide the opportunity to consider
the role of the consumer in today’s society, the
impact of marketing on the culture and management
of organisations and the widening influence of
marketing tools and concepts in non-profit as well
as for profit organisations.
You will have the opportunity to study abroad in the
second year of study in a range of different countries.
As well as allowing you to experience a different
university environment, this option will encourage
consideration of how marketing applies in a different
national context.

Course content

First year
You will take the following core modules:
Management in Context provides an introduction to
management and organisations, and places them in
an historical, political and economic context.
Marketing Principles provides a general
understanding of the key concepts, tools and
theories of relevance to marketers today, in a variety
of contexts such as services, business to business,
social and not for profit marketing.

Modules can also be taken from a range of
electives, including:
• Accounting Principles
• Markets and Hierarchies
• Business Law
• Foundation of Human Resource Management
• Globalisation
• Quantitative Methods
• Financial and Management Accounting
Second year
You will build upon your knowledge gained in the
first year by taking the following core modules:
Understanding the Consumer provides you with
an understanding of consumer behaviour and an
understanding of how this knowledge can be used
to inform commercial decisions. Emphasis is placed
on a theoretical understanding of buyer behaviour in
conjunction with the critical application of these skills
to practical marketing situations.
Marketing Research examines the tools and
concepts needed to propose, undertake and evaluate
marketing research. Emphasis is placed on a live
project where you apply your research skills and
present to the company their research findings.
Modules can also be taken from a range of
electives, including:
• Marketing in Society
• Services Marketing
• Marketing Communications
Third year
You will take two core and two elective modules.
The core modules are:
Strategic Marketing Management encourages you
to develop and implement strategic marketing
plans through the use of case studies. It focuses
on critically evaluating the tools available to
marketing managers.
Marketing and Globalisation focuses on marketing
issues that arise from operating in a global
marketplace and how these affect the decisions
made by both marketers and companies.
The range of electives includes:
• Consuming Cultures
• Brands and Branding
• Current Ideas in Marketing
• Contemporary Retail Environments