Module Information
Course Delivery
Assessment
Due to Covid-19 students should refer to the module Blackboard pages for assessment details
Assessment Type | Assessment length / details | Proportion |
---|---|---|
Semester Assessment | Written report 3,000 words | 40% |
Semester Assessment | Strategic marketing plan (10 pages) | 60% |
Supplementary Assessment | Written report 3,000 words | 40% |
Supplementary Assessment | Strategic marketing plan (10 pages) | 60% |
Learning Outcomes
On successful completion of this module students should be able to:
* Critically evaluate the role of marketing in organizations and society, and explain the relevance to marketing strategy of the theory of value creation
* Identify and critically evaluate mechanisms of communicating and delivering value in markets
* Articulate and critically evaluate strategies for marketing management in competitive consumer and business markets
* Explain the rationale for marketing decisions relevant to partnerships, relationships, value chains and networks
* Critically evaluate the contribution of e-marketing and online resources to an organization’s marketing strategy
Brief description
This module deals with identifying, entering and developing markets. The module provides a thorough grounding in the theories, concepts and techniques of marketing, by examining strategic marketing concepts and models. A general management approach is used to identify relationships and market orientation as key premises for business management. The module evaluates the role of marketing in contemporary organizational environments
Content
- Modern marketing management
- Marketing planning and strategy, marketing research and insights
- Customer connection in business and consumer markets
- Branding and competitive dynamics
- Creating value
- Pricing value
- Delivering value
- Communicating value
- Holistic marketing and society
- Marketing expansion
Module Skills
Skills Type | Skills details |
---|---|
Application of Number | Through the quantitative areas integrated throughout the entire module |
Communication | Oral communication will be developed through class participation and group work. Written communication will be developed through case preparation, assessment preparation, note taking and information based dialogue |
Improving own Learning and Performance | Through both class and self-directed learning |
Information Technology | Basic of data analysis will be done through excel |
Personal Development and Career planning | Development of skills, theory analysis capabilities to allow effective management decisions |
Problem solving | Identification of business issues related to marks and marketing functions. Identification of the relevant information for decisions and formulation of decisions |
Research skills | Qualitative methods, survey methods and basic preparation and analysis |
Subject Specific Skills | Marketing theoretical and applications; Competition based strategy; Qualitative and survey methods; Marketing segmentation and applications; |
Team work | Through class preparation, the use of breakout group working case preparation and through the group assessment |
Notes
This module is at CQFW Level 7