Core modules 1 & 2

Principles of Marketing

Exposes you to both traditional (and still powerful – ideas), and to newer techniques and concepts. Demonstrates the usefulness of marketing knowledge and concepts in analysing and developing markets and products within the context of the whole business operation. Shows how marketers need to be aware of their responsibilities to customers more than shareholders and the ethics of their campaigns.

Learning outcomes:

• What marketing is and is not; its status as a discipline.  Scope and new directions. The new Marketing. Marketing ethical code of conduct.
• Consumer behaviour
• New method in the collection and analysis of marketing information
• Creating a value proposition; features and benefits
• Communicating in a digital age; Ethical Standards of the Advertising Standards Authority.

Organisational Behaviour

Develop a broad understanding of the behaviour of individuals and groups within organisations, their contribution to business success and apply this understanding to the management of people and organisations across cultures. Understand the factors that influence people’s behaviour in the workplace and how your own interpersonal behaviour and that of others can help or hinder organisational effectiveness.

Learning outcomes

• The nature of organisational behaviour
• Individual processes: perception, motivation and learning
• Individual differences
• Social interaction and group dynamics
• The organisational context: structure and culture
• The organisation and the environment: the systems view of organisation
• National culture
• Organising chaos in organisations
• The bureaucratic phenomenon
• Leadership, power and change
• Organisational justice.