This module will develop your understanding of the role of marketing in an organisation and the key concepts that underpin the activities of the marketer. This module will explore the marketing environment for international and multichannel marketing, changing consumer behaviour and the marketing planning process. You will be introduced to the Marketing Mix and tactical planning frameworks for supporting marketing effectiveness.

Key topic areas:
- Marketing philosophies and the business contribution of Marketing

- Decision making processes
- Buying situations
- Segmenting, targeting, and positioning
- Product and Service Marketing
- Pricing Policy and the Promotional Mix
- Marketing channels and intermediaries
- The nature and users of E-Marketing and the New Media

1. Exam including 50 MCQs and 5 short answer questions (LO1, LO2)

Scheduled learning and teaching activities.

To consist of:

Face-to-face, which will include groupwork, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others

Tutorials involving opportunities for group discussion and presentation, flipped-classroom activities, further groupwork and case study analysis


Guided independent study:

To consist of:

Accessing additional online content such as videos and presentations

Independent reading to consolidate knowledge gained in the formal teaching

Undertaking formative tasks set by the tutor to consolidate learning

Assessment preparation and writing and gathering evidence

1. DEMONSTRATE KNOWLEDGE AND UNDERSTANDING OF THE ESTABLISHED CONCEPTS AND PRACTICES OF THE MARKETING FUNCTION

University Learning Outcome
Application, Knowledge and Understanding, Reflection

2. COMMUNICATE EFFECTIVELY INFORMATION AND ARGUEMENTS, PRINCIPALLY IN WRITTEN FORM

University Learning Outcome
Communication

VLE learning support material to be provided for independent / self-directed learning

LinkedIn Learning

Microsoft Educator Centre

Module handbook

Open Textbook Library

These are indicative only. You will be expected to complete independent extended reading.

Kotler, P. and Armstrong, G. (2020) Principles of marketing. 18th global edition. Harlow, Pearson.

Baines, P., Fill, C. and Rosengren, S. (2019) Marketing. 5th edition. Oxford, OUP.

Marketing plays an important role in developing relationships between customers and organisations. This module will develop your knowledge and understanding of the role of marketing and key principles. This module will equip you with the knowledge to adapt to continuously changing consumer behaviour and reflect on how these principles link to your organisation.