Marketing

Code

BUSI4004

School

Business

Level

4

Credits

10

Semesters

Autumn UK

Summary

The module offers an overview of the nature and practice of marketing at both the strategic and tactical levels. Students will be introduced to a variety of conceptual frameworks and will be expected to apply them in relation to case study companies and their own business experience. Key themes to be addressed include: the nature and role of marketing; marketing management connecting with customers; building strong brands shaping and managing the marketing offering to communicate and deliver value.

Target Students

Only available for FT MBA students.

Classes

• One 3-hour workshop
• One 3-hour lecture each week for 11 weeks

Assessment

• 20% Presentation: Group presentation, 30 minutes. Reassessment for this module will be 100% online exam (24hrs).
• 80% Exam (24-hour): Online exam, 3,500 words. Reassessment for this module will be 100% online exam (24hrs).

Assessed by end of autumn semester

Educational Aims

Learning Outcomes

Knowledge and understanding

This module develops a knowledge and understanding of:

• Markets - the development and operation of markets for resources, goods and services
• Marketing and sales - different approaches for segmentation, targeting, positioning, generating sales, and the need for innovation in product and service design
• Customers and stakeholders - customer expectations, service and orientation
• The importance of sustainability issues, including an understanding of the challenges and opportunities arising from the activities of people and organisations on the economic, social and environmental conditions of the future.

Intellectual skills

This module develops:

• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions

Professional practical skills

This module develops:

• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting
• The ability to recognise and address ethical dilemmas, corporate social responsibility and sustainability issues, applying ethical and organisational values to situations and choices

Transferable (key) skills

This module develops:

• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports

Conveners

• Dr Patricio Sanchez Campos