Module Descriptors
MARKETS AND CUSTOMERS
MKTG60275
Key Facts
Digital, Technology, Innovation and Business
Level 6
15 credits
Contact
Leader: Paul Dobson
Email: Paul.Dobson@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 33
Independent Study Hours: 117
Total Learning Hours: 150
Assessment
- ACTION PLAN weighted at 100%
Module Details
Module Additional Assessment Details
Details -
Strategic Marketing Plan 100%
Assessment will allow students to use the skills developed during this module in the reconstruction and application of learning. Formative assessment centres on student contributions to seminar-based sessions, which are used to assess students' ability to apply marketing and related concepts to practical case studies,
For summative assessment, students will prepare a marketing plan, providing information about the market environment of the organisation described in order to justify proposals regarding the segment(s) of the market to be targeted and the business¿ position in the market. The marketing plan must also provide details of the application of the marketing mix to be used in respect of the different segments of the market that the business will be targeting, if the proposals are to be implemented. Appropriate marketing models, including models of buyer behaviour, should be used in explaining the marketing mix to be implemented. The plan is expected to include reference to market structures and the broader context within which marketing strategy is to be developed. Feedback will be provided on an initial report proposal and on a single draft. This assignment will cover 100% of the marks for this module.
Strategic Marketing Plan 100%
Assessment will allow students to use the skills developed during this module in the reconstruction and application of learning. Formative assessment centres on student contributions to seminar-based sessions, which are used to assess students' ability to apply marketing and related concepts to practical case studies,
For summative assessment, students will prepare a marketing plan, providing information about the market environment of the organisation described in order to justify proposals regarding the segment(s) of the market to be targeted and the business¿ position in the market. The marketing plan must also provide details of the application of the marketing mix to be used in respect of the different segments of the market that the business will be targeting, if the proposals are to be implemented. Appropriate marketing models, including models of buyer behaviour, should be used in explaining the marketing mix to be implemented. The plan is expected to include reference to market structures and the broader context within which marketing strategy is to be developed. Feedback will be provided on an initial report proposal and on a single draft. This assignment will cover 100% of the marks for this module.
Module Texts
Kotler, P. and Armstrong, G. (2013) Principles of Marketing, 6th European edition. London: Pearson.
Lancaster, G., et al. (2002) Essentials of Marketing, 4th edition. London: McGraw Hill.
McDonald, M. and Wilson, H. (2011) Marketing plans: how to prepare them, how to use them. 7th edition. London: Elsevier Butterworth Heinemann.
Wood, M. (2011) Essential Guide to Marketing Planning. 2nd Edition. London: Pearson.
The WWW Virtual Library at http://www.vlib.org has a useful section on market research
Lancaster, G., et al. (2002) Essentials of Marketing, 4th edition. London: McGraw Hill.
McDonald, M. and Wilson, H. (2011) Marketing plans: how to prepare them, how to use them. 7th edition. London: Elsevier Butterworth Heinemann.
Wood, M. (2011) Essential Guide to Marketing Planning. 2nd Edition. London: Pearson.
The WWW Virtual Library at http://www.vlib.org has a useful section on market research
Module Indicative Content
Market Structures: Fragmentation vs Concentration; Regional, National and International; Marketing Concepts; The Competitive Environment.
Pricing Policy and Influences: Supply and Demand; Elasticity;Pricing strategies for development objectives;PLC and Innovation impact
Strategic Marketing Management. Market Research. Strategic Marketing Planning.
Pricing Policy and Influences: Supply and Demand; Elasticity;Pricing strategies for development objectives;PLC and Innovation impact
Strategic Marketing Management. Market Research. Strategic Marketing Planning.
Module Learning Strategies
Taught sessions: 33 hours
Reading and independent study: 117 hours
The module will be delivered through a combination of lectures and interactive centred tutorials, where conceptual issues will be explored.
The teaching of this module will predominately comprise the exposition of core concepts relating to key aspects of economic structure and influences on pricing policy.
Opportunities for students to explore the application of customer communication and service issues, through a range of cast study activities and their application to real-life business contexts, will increase through the course of the module.
Students are expected to utilise other resources such as journals and electronic material in developing knowledge and understanding independently.
Reading and independent study: 117 hours
The module will be delivered through a combination of lectures and interactive centred tutorials, where conceptual issues will be explored.
The teaching of this module will predominately comprise the exposition of core concepts relating to key aspects of economic structure and influences on pricing policy.
Opportunities for students to explore the application of customer communication and service issues, through a range of cast study activities and their application to real-life business contexts, will increase through the course of the module.
Students are expected to utilise other resources such as journals and electronic material in developing knowledge and understanding independently.
Module Resources
On-line access to materials on VLE