Marketing - BA (Hons)

University of Stirling

Marketing is ubiquitous in contemporary society. This module offers an understanding of the key concepts and nuances of Marketing in both theory and practice. In this module you will explore how a Marketing approach can be implemented, and managed, in a range of situations and organisations. Marketing plays a central role in business as it is concerned with the creation and retention of customers. This module will examine how understanding a customer centric approach to Marketing can create competitive advantage in a dynamic business environment.

This module will develop students? knowledge and expertise on how strategically manage products and brands during the climate emergency. In doing this, students will develop a detailed understanding of the sustainable consumer, the causes of over-consumption and how marketing be can be sustainably practiced.

?Delivering value? is the last element of the Marketing exchange process and requires careful consideration of the ways in which productsbrandsservices and experiences are made available to customers and consumers. The distribution channels must ensure that the right products are moved to the right place, at the right time, quality and price. Otherwise, the rest of the Marketing efforts of understanding what the customer wants, creating relevant products and services and promoting those to the target market will come to nothing. It is not surprising that the most successful companies in the world such as Amazon, Zara and Tesco are excelling in this Marketing element which is not a high-profile subject for people outside the industry. The digital age has further increased the challenges in managing distribution channels given the high consumer expectations but has also created opportunities for the companies that understand the importance of this Marketing subject.

For any particular business the patronage of consumers is the key determinant of success or failure. This module examines the process by which buying decisions are made in consumer markets. Various issues and concepts relating to consumer research are explored and critically appraised in terms of their intellectual validity and their managerial significance. The aim of this module is to provide students with the opportunity to develop a theoretical understanding of consumer behaviour in conjunction with the skills to apply this knowledge to practical marketing situations. Students are also provided with tools to develop their critical reading and writing skills, and thereby enhance their capacity for analysis and interpretation of core theoretical concepts and their significance for marketing practice.

The dissertation is the pinnacle of your degree. The module provides you with an opportunity to apply the knowledge and skills you have learned throughout your degree to develop an original research topic of your choosing. The topic can be as contemporary, interesting and imperative as you like. The module will provide knowledge on the entire research process, from inception through to completion. It will cover topic selection, literature reviewing and the necessary research methods and data analysis to undertake independent research with confidence.

Past projects including developing a social media strategy for a comedian attending the Edinburgh Festival, exploring the attitudes of students towards the Stirling University Arts Collection, assessing the demand for a project to regenerate Stirling City Centre and exploring the changing role of independents traders in Dunblane. Futureprojects are likely to be just as eclectic. During the pandemic time of 2020/2021, the students worked virtually on consultancy projects in hotel and leisure industries, focusing on the key marketing strategies using digital solutions in uncertain business environments.