Module Information
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Seminar | 8 x 2 Hour Seminars |
| Lecture | 10 x 1 Hour Lectures |
| Lecture | 10 x 2 Hour Lectures |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Written report 3,000 words | 40% |
| Semester Exam | 3 Hours | 60% |
| Supplementary Assessment | Written report 3,000 words | 40% |
| Supplementary Exam | 3 Hours | 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