Introductory description

This module will provide students with a core knowledge of approaches to 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.

Online materials to refresh the basic marketing concepts.
Evolution of Marketing thought and Contemporary issues facing marketing today. Current trends in society, technology, markets. Globalisation and the anti-globalisation movement. International Marketing & Marketing in Emerging Markets
Environmental analysis and turbulence.
Best practices in marketing strategy and challenges in the implementation of marketing strategy.
Developments in market segmentation
Issues in innovation and new product development
Developments in marketing communications
Market Sensing and Knowledge Management Capabilities
Marketing Strategies for alternative contexts - B2B, Non-profit, Services
Digital Marketing
Strategic Customer Relationship Management

Learning outcomes

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

• Demonstrate a thorough knowledge of the main theories of Marketing.
• Recognise the strengths and weaknesses of current theory in Marketing.
• Demonstrate a broad knowledge and understanding of the interactions between external environmental factors and managerial thinking and acting.
• Analyse and justify strategic marketing decisions. Identify and analyse strategic issues confronting managers of the strategic marketing process.
• Identify organisational context issues relating to the implementation of strategic marketing plans.
• Recognise and analyse approaches to focus on customers and neutralise competitor actions.
• Analyse critically academic papers to understand key issues in Marketing.
• Analyse case studies to propose potential solutions to marketing problems.
• Demonstrate an understanding of the processes of marketing decision making.
• Demonstrate the use of subject relevant analysis and analytic techniques.
• Demonstrate an ability to synthesise meaning from complex information.
• Analyse case studies and propose potential solutions to marketing management problems.
• Understand the processes of marketing strategy and management decision making.

Indicative reading list

There will not be one prescribed course text for this module, since it is meant to be looking at latest trends, best practices, and likely future scenarios, and this will require drawing upon many diverse sources that cover these topics, mostly journal articles, both academic and practitioner. Hence, required readings will be a mix of selective readings from text-books and journal articles (available via the University library or provided when necessary) and/or case study preparation (cases provided). Readings for each session will be specified as necessary, in the detailed module handbook and timetable (made available at the outset of the module). Topic-specific bibliographies may also be provided.

Subject specific skills

Demonstrate an awareness of conducting research into Marketing problems.
Demonstrate an awareness of analytical frameworks and their application.
Use and apply key concepts and frameworks.
Demonstrate a breadth and depth of analytical frameworks and their application to strategic marketing issues.
Demonstrate market research and sensing skills developed through web search exercises, independent study and
interaction with fellow participants.

Transferable skills

Written communication skills will be developed through preparation for the examination.
Problem solving skills will be developed through analysis of marketing problems.