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Marketing: an Introduction

Marketing: an Introduction

An intensive summer programme designed to introduce students aged 19+ to the principles of Marketing.

A one-week programme, residential in a college of the University of Oxford.

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Course Summary

This course will begin by setting out the scope of what business and management activities are inside and outside the scope of marketing activities.

Creating, delivering and sustaining customer value along with the formulation of the value proposition is considered by marketing experts and practitioners as being one of the most crucial modern day missions of marketing professionals along with the retention of existing customers and the successful identification of growth opportunities and new markets. In order to deliver on this mission students must start by understanding how the wider global business environment is changing and evolving.

Through case study analysis and professional research studies, students will be equipped with environmental scanning tools and techniques to identify trends and product or service market opportunities. Students will then be introduced to the emerging trends in buying behaviour of both consumers and companies, particularly in the light of shifts to online purchasing.

Moreover, students will conduct their own research into consumer markets in order to obtain a feel for the power and value of using professional research techniques (both quantitative and qualitative, primary and secondary).

Next, students will be shown the link between market structure and branding products and services to meet precise consumer needs in a fragmented and highly competitive business world. This will, in turn, be linked to the absolutely critical role of selecting the right communication channels to effectively target messages at consumers and students will work together to rigorously assess, evaluate and develop an integrated marketing communications campaign for a company’s products and services

Finally, students will be shown the latest techniques for measuring the success of marketing campaigns.

Learning Objectives

By the end of the course students will understand:

  • How to use the marketing fundamentals introduced on the course as a platform for their own product and service ideas or as a means of starting a career in the highly dynamic and exciting world of marketing
  • The role that customer value, branding and integrated marketing communications play in successful marketing
  • How to employ the market research skills introduced on the course to further investigate consumers, businesses and markets across different industries and to measure the performance of a marketing campaign

Course Outcomes

Monday Lecture 1: Marketing- focusing on delivering superior customer value
Seminar 1: Assessing the marketing environment for growth and new product opportunities- research and discussion tasks
Tuesday Lecture 2: The changing nature of consumer and buyer behaviour
Seminar 2: Market Research- practical skills development in to emerging consumer trends
Wednesday Lecture 3: Market segmentation and positioning products and services to build a successful global brand
Seminar 3: Product development and branding exercise- assessing strategies for market positioning of products and services and how this can feed in to brand building
Thursday Lecture 4: Integrated marketing communications- selecting the optimal communication channel mix
Seminar 4: Selecting and evaluating marketing communication channels for an organisation-collaborative problem solving and decision making exercise
Friday Lecture 5: Measuring the performance of marketing campaigns and activities
Seminar 5: Presentations, course review and action planning


Assessment Methods

1 x Written Assignment (500-750 words)

1 x Group Presentation


Oxford College Accommodation

  • Location Oxford
  • Ages Ages: 12+, 13-15, 16-18, 19+
  • Bedroom Type Single and twin
  • Bathroom Type En-suite & Shared (single gender)
  • Year Built Founded in 1096 (University of Oxford)

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