Introductory description

The focus of this module is on marketing opportunities for clients so that they are aware of how and why to engage in career development learning delivered by a university careers service, placement unit, volunteer centre or other department. Support for career development can involve a wide range of activities including one-to-one discussions, group work, courses, online activities, curriculum activity, placements, work experience, large and small events, employer engagement, careers information, reading and job applications. All of these can be better explained to our clients through effective marketing.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Marketing definitions.
Service marketing.
Linking service marketing and career development theories.
Marketing environment.
Segmenting markets.
Marketing information and research.
The marketing mix.
Strategy Implementation.

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate knowledge and understanding of service marketing and how this can be integrated with career development theories
• Critically evaluate marketing activities within their service context with reference to theory and practice
• Identify proposals to implement effectively improvements to marketing activities within their service context
• Present material in clear written form by identifying, analysing and applying key texts and practices using appropriate and adequate structure, spelling, grammar, syntax, length and referencing

Indicative reading list

• Brassington, F. and Pettitt, S. (2013) Essentials of Marketing (3rd edition), Pearson: Harlow
  Andreasen, A.R. and Kotler, P. (2015) Strategic marketing for Nonprofit Organisations (7th edition), London : Pearson Education
  Baron, P. and Corbin, L. (2012) Student Engagement: rhetoric and reality, Higher Education Research and Development, 31 (6) 759-772
  Brookes, M. (2006) Higher Education: Marketing in a quasi-commercial service industry, International Journal of Nonprofit and Voluntary Sector Marketing, 8 (2): 134- 142 Campus Media, (2018) The Popularity of Pop-Up Shops, Agency Website [online] Available at: http://www.campusmedia.co.uk/ (accessed 18 March 2019)
  Delauzun, A. (2015) Reaching the ritualists, Phoenix, 145: 3 7
  Kettunen, J., Vuorinen, R. and Sampson, J.P. (2013) Career practitioners' conceptions of social media in career services, British Journal of Guidance & Counselling, 41 (3): 302-317
  Kolb, B.M. (2013) Marketing cultural organisations (3rd edition), New York : Routledge
  Ng, I.C.L. and Forbes, J. (2009) Education as Service: The Understanding of University Experience Through the Service Logic, Journal of Marketing for Higher Education, 19 (1): 38-64
  Patino, A. Pitta, D. and Quinones, R. (2012) Social media's emerging importance in market research, Journal of Consumer Marketing, 29 (3) 233 237
  Pickle Jar Communications (2017) Consultancy website [online]Available at: http://www.picklejarcommunications.com/(accessed 18 March 2019)
  Silver, L. et al (2013) The Essentials of Marketing Research (3rd edition), New York : Routledge The Digital Marketing Institute (2019) Eight ways to create a digital strategy that attracts and engages students, Professional Body website [online] Available at: https://digitalmarketinginstitute.com/en-gb/institute (accessed 18 March 2019)
  Tomlinson, M. (2007) Graduate employability and student attitudes and orientations to the labour market, Journal of education and work, 20 (4): 285-304.
  Tymon, A. (2013) The student perspective on employability, Studies in Higher Education, 38 (6): 841-856

• new edition in e book format requested from the Warwick University Library

View reading list on Talis Aspire

Subject specific skills

Demonstrate knowledge and understanding of service marketing and how integrates with career development theories;
Critically evaluate marketing activities within their service context with reference to theory and practice;
Identify proposals to implement effectively improvements to marketing activities within their service context.

Transferable skills

Present material in clear written form by identifying, analysing and applying key texts and practices using appropriate and adequate structure, spelling, grammar, syntax, length and referencing.