Английский для экономистов и менеджеров. Ульянова О.В - 50 стр.

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This compulsory core module deals with all aspects of Marketing. We
start with a broad overview of the key ideas in marketing. We look at the
concept of a customer focused organization, the relationship between produc-
ers and consumers and the need for continuous organizational learning, inno-
vation and creativity. We then move on to look at the market: how to analyze
the market: how to carry out market research, how to decide whether to carry
this out internally or externally. Once we know what the market wants we
look at how a company can satisfy these needs – how to get the product right
at the right price. Next we consider the power of brands and study promotion
techniques, advertising, who should do it and how it should be done. We then
move on to take a broader look at the competitive environment – what is
competition and how should we react to it? We look at competitor analysis
techniques and methods of developing a competitive strategy i.e. what to do
in the face of competition. We conclude the module with a series of case stu-
dies taken from the contemporary business world.
This module counts for 20 points and is compulsory for all MBA students.
The module runs from October to February. Three marked assessments will
be given. Students are expected to draw on their work situation when com-
pleting these assessments. There is a three hour end of module written exam.
Face to face tutorials will be arranged during the duration of the course. On-
line tutor support and tutorials are also provided. The fee for this module is
US$ 950. Last date for admission to the module is September 15.
For student comment on this module please consult the ratings page of
the MBA website. Some sample comments:
Rajid, Bangalore, India: This module is very intensive – there is a lot
to get through and the Assessments were very demanding. But I really en-
joyed the module, it’s very thorough and covers all the main topics of this
large and important area of business activity.
Pablo, Caracas, Venezuel: .Wow, a lot of work, a lot to learn but very
useful. The online tutorial help was very good and I needed it! Now I use the
contents of this module every day at work. The case studies were very practi-
cal.
37 Mark the sentences as true or false.
1. All economics students are required to take this course of marketing.
2. The course lasts 5 months. ________
3. All these aspects are studied in the course: pricing, brands and promotion,
taxation, competitors, organizational learning. ________

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