Module Descriptors
MARKETING IN PRACTICE
MKTG50296
Key Facts
Digital, Technology, Innovation and Business
Level 5
15 credits
Contact
Leader: Anne Harbisher
Email: A.Harbisher@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
- ASSIGNMENT weighted at 100%
Module Details
ASSESSMENT DETAILS
100% Assignment assesses All Learning Outcomes
INDICATIVE CONTENT
Understanding Marketing Management
- Developing the marketing plan
Capturing Marketing Insights
- Gathering information & scanning the environment
- Conducting marketing research
Connecting with customers
- Creating customer value
- Identifying market segments, targets, positioning
Shaping the marketing offering
- Setting Product Strategy
- Designing & Managing Services
- Extending the mix
Communicating Value
- Designing & Managing Integrated Marketing Communications
Delivering Customer Value
- Price
- Place/Space
The module will introduce aspects of global/ international marketing, ethics and corporate social responsibility throughout.
- Developing the marketing plan
Capturing Marketing Insights
- Gathering information & scanning the environment
- Conducting marketing research
Connecting with customers
- Creating customer value
- Identifying market segments, targets, positioning
Shaping the marketing offering
- Setting Product Strategy
- Designing & Managing Services
- Extending the mix
Communicating Value
- Designing & Managing Integrated Marketing Communications
Delivering Customer Value
- Price
- Place/Space
The module will introduce aspects of global/ international marketing, ethics and corporate social responsibility throughout.
LEARNING OUTCOMES
1. DEMONSTRATE AND APPLY KNOWLEDGE AND UNDERSTANDING OF THE CONCEPTS AND PRINCIPLES OF MARKETING MANAGEMENT IN AN ORGANISATION
Application
Knowledge & Understanding
2. DEMONSTRATE THE ABILITY TO UTILISE METHODS OF ENQUIRY IN RELATION TO THE CREATION AND DELIVERY OF CUSTOMER VALUE IN A MARKETING CONTEXT.
Application
Application
Knowledge & Understanding
2. DEMONSTRATE THE ABILITY TO UTILISE METHODS OF ENQUIRY IN RELATION TO THE CREATION AND DELIVERY OF CUSTOMER VALUE IN A MARKETING CONTEXT.
Application
RESOURCES
Business Library
Academic journals
Internet
TV/Video
Recommended texts
Academic journals
Internet
TV/Video
Recommended texts
SPECIAL ADMISSIONS REQUIREMENTS
FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY
TEXTS
Brassington F., & Pettitt S. (2006) Principles of Marketing, 4th edition. Pearson Prentice Hall ISBN 0273659559
Jobber D (2004) Principles and Practice of Marketing. 4th edition, McGraw Hill. ISBN 0-07-710708-X
Hollensen, S, (2010) Global Marketing : A Decision Orientated Approach, Pearson Education ISBN 978-0-273-72622-7
Keegan W. J., & Green M. (2013) Global Marketing (7th Edn) Prentice Hall ISBN 9780132719155
Marketing Management, 2009, Kotler, P, Keller K, Pearson Education, ISBN 978-0-273-7856-7
Jobber D (2004) Principles and Practice of Marketing. 4th edition, McGraw Hill. ISBN 0-07-710708-X
Hollensen, S, (2010) Global Marketing : A Decision Orientated Approach, Pearson Education ISBN 978-0-273-72622-7
Keegan W. J., & Green M. (2013) Global Marketing (7th Edn) Prentice Hall ISBN 9780132719155
Marketing Management, 2009, Kotler, P, Keller K, Pearson Education, ISBN 978-0-273-7856-7
Learning Strategies
The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.