The aim of this module is to give the learner an overview of the principles of Marketing and the management of customer relations. It has been designed to show the strategic importance of marketing within a wide range of businesses and how successful implementation can lead to improved business performance. Students will explore the dynamic nature of marketing and investigate the impact that changes in technology have had on marketing activities.

Introduction to key marketing/ customer concept
Understanding consumer buying and business buying behaviour
Market segmentation, targeting and positioning
The Consumer marketing mix
Business to business marketing
Services marketing
E Marketing
Customer relationships

It is also designed to cover the following sections of the Apprenticeship Standard for Chartered Manager Degree Apprenticeship:

Sales and Marketing:
How to create marketing and sales strategies
How to segment and target relevant markets and customers (global and local), analysis of opportunities and ways to market
The need for innovation in product and service design
Use customer insight and analysis of data to determine and drive customer service outcomes and improve customer relationships
Use creative approaches to developing solutions to meet customer need

Your work-based assignment will examine the sales and marketing (and related) activity within your own organisation, evaluating their effectiveness alongside the marketing principles taught on the module. You should demonstrate your knowledge of marketing and sales strategies as well as how to segment and target relevant markets. You should identify marketing opportunities for your organisation and recommend ways to capitalise on these opportunities. (Learning Outcomes 1, 2, 3)
A presentation containing an overview of how your organisation uses data analysis and customer insights to drive customer service outcomes and improve customer relationships. You should make recommendations for developing solutions to meet customer needs. (Learning Outcome 4)

Scheduled learning and teaching activities: 32 hours

To consist of:
Face-to-face which will include group work, formal teaching, case study analysis, guest speakers and students will be encouraged to share their workplace experiences with others
On-line live webinars to take the form of tutorials involving opportunities for group discussion and presentation, flipped-classroom opportunities, further group work and case study analysis

Guided independent study: 168 hours

To consist of:
Accessing additional on-line 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
Portfolio building

1. Demonstrate knowledge and understanding of the principles and practices of the marketing function - KNOWLEDGE AND UNDERSTANDING, ENQUIRY

2. Apply the principles of marketing within your organisation to determine the effectiveness of the current approach - PROBLEM-SOLVING, APPLICATION

3. Understand how markets are segmented and targeted to optimise opportunity - KNOWLEDGE AND UNDERSTANDING, LEARNING

4. Analyse and evaluate the use of customer service strategies within your organisation and present recommendations for improvement - ANALYSIS, REFLECTION, COMMUNICATION

There is a wide range of contemporary marketing information available:
CIM: www.cim.co.uk
ASA: www.asa.org.uk
Marketing Week: www.marketing-week.com
AMA: www.ama.org
Content Marketing Institute: https://contentmarketinginstitute.com/

Jobber, D. and Fahy, J. (2019), Foundations of Marketing, 6th edition McGraw Hill
Kotler P & Armstrong, F (2017); Marketing an Introduction, 13th edition, Pearson Education,
Brassington, F. & Pettitt, S. (2006) Principles of Marketing, 4th Edition, Prentice Hall, Pearson Education
Jobber, D. (2016) Principles & Practice of Marketing, 8th Edition, McGraw Hill
Reason, B (2016) Service Design for business: a practical guide to optimising the customer experience, John Wiley (eBook)
Watkinson, M (2013) The ten principles behind great customer experiences, Financial Times
Slack, J et al (2020) Service Operations Management: Improving Service Delivery, 5th edition, Pearson

The module is only open to those enrolled on the Chartered Manager Degree Apprenticeship programme or the BA (Hons) Professional Management

The aim of this module is to give the learner an overview of the principles of Marketing and the management of customer relations. It has been designed to show the strategic importance of marketing within a wide range of businesses and how successful implementation can lead to improved business performance. Students will explore the dynamic nature of marketing and investigate the impact that changes in technology have had on marketing activities.