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TITLE Marketing: The Art and Science of Customer Retention

LEVEL I - Introductory Level


DEPARTMENT Centre for the Liberal Arts and Sciences

DESCRIPTION Marketing is both an art and a science, focusing on building long term, value laden, profitable relationships between organizations and their customers and various publics.

This Unit aims at introducing students to the following topics:
- The Marketing Concept;
- Marketing Management Philosophies;
- The S.W.O.T. Analysis;
- Customer Buying Behaviour;
- The Importance of Marketing Research and Market Segmentation;
- The Marketing Mix and Customer Driven Marketing Strategies;
- Marketing in the Digital Age, Relationship Marketing and Customer Care.

Learning Outcomes:

1. Knowledge & Understanding:

By the end of the Unit the student will be able to:
- Explain the basic concepts of marketing, customer care and relationship marketing;
- Identify the main marketing management philosophies;
- Define customer buying behavior;
- Recognize the importance and relevance of marketing research as a tool supporting decision making in organizations;
- Identify the methods used to successfully segment markets.

2. Skills:

By the end of the Unit the student will be able to:
- Discuss and apply the marketing concept and marketing management philosophies to different organisations;
- Conduct a S.W.O.T. analysis;
- Use market research to support decision making within organizations;
- Define market segments;
- Use the marketing mix as a tool of strategy, targeting different market segments.

Main Text/s and any supplementary readings:

Main Text:

- Greval, D. & Levy, M. (2008) Marketing. New York: Mc. Graw Hill.

Required Readings:

- Baran, Roger J. Galka, R.J., Strunk, D.P. (2008) Principles of Customer Relationship Management. New York: Thomson South-Western.
- Cannon, J.P., Perreault, W.D., & Mc. Carthy, E.J. (2008) Basic Marketing: A Global-Managerial Approach. New York: Mc. Graw Hill.
- Chaffey, D. & Smith, P.R. (2009) E Marketing Excellence: Planning and Optimizing your Digital Marketing. London: Butterworth Heinemann.
- Churchill, G.A., & Brown, T.J. (2007) Basic Marketing Research. New York: Thomson South-Western.
- Kotler, P.& Armstrong, G. (2008) Principles of Marketing. New Jersey Pearson Prentice Hall.
- Peter, J.P., & Olson, J.C. (2010) Consumer Behaviour and Marketing Strategy. New York: Mc. Graw Hill.
- Shiu, E., Hair, J., Bush, R. & Ortinau, D. (2009) Marketing Research. Berkshire: Mc. Graw Hill.
- Wilson, R. M.S., & Gilligan, C. (2005) Strategic Marketing Management: Planning, Implementation and Control. London: Elsevier Butterworth – Heinemann.

Suggested Periodicals:

- Journal of Marketing
- Quarterly Review of Marketing
- European Journal of Marketing
- Journal of International Marketing.


Assessment Component/s Resit Availability Weighting
Presentation (20 Minutes) Yes 30%
Case Study (take home) Yes 70%

LECTURER/S Stephen Deguara
Theresa Hoban (Co-ord.)
Claire Micallef

The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints.
Units not attracting a sufficient number of registrations may be withdrawn without notice.
It should be noted that all the information in the study-unit description above applies to the academic year 2017/8, if study-unit is available during this academic year, and may be subject to change in subsequent years.
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