Marketing

Code

BUSI4016

School

Business

Level

4

Credits

10

Semesters

Spring 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 and marketing management; connecting with customers and building strong brands; shaping and managing the marketing offering; and communicating and delivering value.

Target Students

Only available for students on one of the Executive MBA variants OR MBA Executive Senior Leadership students

Classes

• One 4-hour lecture
• One 7-hour lecture

32 hours contact time over a one-week intensive block. 38 hours of reading and self-directed study; 30 hours of coursework preparation

Assessment

• 100% Coursework 1: Individual Project 4,000 words

Assessed by end of designated period

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 ability to recognise and address ethical dilemmas, corporate social responsibility and sustainability issues, applying ethical and organisational values to situations and choices
• 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.
 
Other
• Know and understand new market strategies, changing customer demands and trend analysis
• Know and understand the use of big data and insight to implement and manage change
• Know and understand brand and reputation management

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
   
Other
• Be able to apply principles relating to Corporate Social Responsibility, Governance/Regulatory compliance.

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 Amir Homayounfard