MBA704 - Marketing, Positioning and Consumers

This unit covers the three main domains of marketing activity: marketing activities, positioning strategies and an understanding of the consumer. It blends foundational marketing concepts with emerging phenomena around digital and social media, analytics and big data. Important digital literacy, communication and problem-solving skills are emphasised.

Assessment:
Assessment 1 (Individual) - Weblogs/podcasts 30%
Assessment 2 (Group of max 4 students) - Oral presentation (20 minutes) 30%
Assessment 3 (Individual) - Analytical case study (3000 words) 40%