This module aims to provide students with a marketing toolkit which they can critically evaluate and be able to apply, where appropriate to their own business context.

Students will be able to understand the challenges and opportunities arising from the macro environment. They will learn concepts, techniques, frameworks which can be applied to develop effective marketing strategies and to use these reflectively and as appropriate to different market contexts.

Learning embodies Kolb’s experiential learning principles and will draw on their own experiences as well as examples of best practice from other sectors to help them to contribute to business and societal marketing goals

(LO1) Understand the Challenges and Opportunities facing marketers and marketing in the current era.

(LO2) Critically evaluate the tools used to analyse Market Environment, Marketing Strategy and Marketing Mix.

(LO3) Be able to assess different market contexts and evaluate the tools, concepts and techniques most relevant to these.

(LO4) Develop effective Marketing Strategy and tactical Marketing plans.

(S1) Problem Solving

(S2) Commercial Awareness

(S3) Team Player

(S4) Excellent Communication

(S5) Organised and able to work under pressure

(S6) IT Literate

(S7) Ethically Aware

(S8) A lifelong Learner

(S9) Flexible and adaptable

(S10) Internationally Aware

Lectures are no longer than one hour blocks and will provide students with the opportunities to engage and discuss

A range of marketing speakers will be invited to provide their perspectives on best practice in various areas of marketing and on marketing in different contexts. Students will be provided with opportunities to develop their understanding by debate and to critically reflect on how they would have addressed these situations.

Students will be encouraged to reflect on their own organisational context to apply and draw learning from models and concepts from the course and from their own reading.

Students will be expected to complete schedule directed module pre-reading, to prepare for some exercises, tasks and assessments during the module and to research, develop and write a final written assessment. In addition to the suggested readings, students might be expected to develop their own reading, research and preparation of topics for the final assessment.< /p>

Key topics:

Introduction to Marketing (Market Orientation, Relationship, Marketing, Sustainable Marketing, Experiential Marketing),
Marketing Environment: Understanding Macro-Environment, Competitor Analysis and Micro-Environment,
Segmentation, Targeting and Positioning,
Buyer Behaviour,
Brands,
New Product/Service Development,
Marketing Mix: Product/Service, Price, Promotion, Place, People, Processes, Physical Evidence,
Marketing Implementation and Organization,

Materials will be made available to students via VITAL and students will also be expected to read additional materials from the suggested and required reading list using online library resources