Module Descriptors
APPLIED MARKETING
MKTG40325
Key Facts
Digital, Technology, Innovation and Business
Level 4
0 credits
Contact
Leader: Kathryn Mitchell
Hours of Study
Scheduled Learning and Teaching Activities:
Independent Study Hours:
Total Learning Hours: 150
Pattern of Delivery
- Occurrence B, Stoke Campus, UG Semester 1
Sites
- Stoke Campus
Assessment
- Examination - Multiple Choice Exam assessment weighted at 100%
Module Details
Assessment Details
Multiple-choice questions to be completed in a two hour controlled exam assessment.
PLEASE NOTE ALTERNATIVE ASSESSMENTS FOR Semester 1 2020/21 DUE TO COVID-19 AS FOLLOWS: THIS EXAM WILL BE MOVED TO REMOTE PROTOR AND COMPLETION AT HOME
PLEASE NOTE ALTERNATIVE ASSESSMENTS FOR Semester 1 2020/21 DUE TO COVID-19 AS FOLLOWS: THIS EXAM WILL BE MOVED TO REMOTE PROTOR AND COMPLETION AT HOME
Indicative Content
The module offers insight into the role of marketing in the organisation and the key concepts that underpin the activities of the marketer.
In this module, you will learn about the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness.
In this module, you will learn about the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness.
Learning Outcomes
Unit 1: The Marketing Concept
LO1: Understand the contribution of marketing to the organisation (15%)
LO2: Know what influences customer behaviour across a range of contexts (15%)
Unit 2: Analysis and Insight
LO3: Understand the factors and trends in the marketing environment and how they affect marketing (15%)
LO4: Know a range of options for gathering relevant marketing information (15%)
Unit 3: Marketing Mix
LO5: Understand the application of the marketing mix within different marketing contexts (20%)
LO6: Know how to apply and adapt the marketing mix to satisfy customer needs and business goals (20%)
LO1: Understand the contribution of marketing to the organisation (15%)
LO2: Know what influences customer behaviour across a range of contexts (15%)
Unit 2: Analysis and Insight
LO3: Understand the factors and trends in the marketing environment and how they affect marketing (15%)
LO4: Know a range of options for gathering relevant marketing information (15%)
Unit 3: Marketing Mix
LO5: Understand the application of the marketing mix within different marketing contexts (20%)
LO6: Know how to apply and adapt the marketing mix to satisfy customer needs and business goals (20%)
Web Descriptor
In this module, you will learn about the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness.