IB9AY-15 Marketing
Introductory description
The module is designed to provide a conceptual grounding of the core principles of marketing.
Module aims
The principal modules aims are to:
Provide a conceptual grounding of the core principles of marketing as needs to be applied by a manager
Provide a contextual understanding of the marketing environment faced by managers, and the practice of marketing appropriate to that environment
Analyse decision-making and managerial situations in the context of organisational objectives, and determine the best marketing approaches and plans suitable for the situation
Develop critical marketing thinking based on a sound understanding of the underlying logic of marketing and its interaction with other management disciplines
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.
Key topics covered in the module will include:
Introduction to Data-Driven Marketing
Creation of Customer Value and building Customer Relationships
The Marketing Environment
Buying Behaviour
Understanding Marketing Data
Market Segmentation, Targeting and Positioning
Creating and Offering Value: Product Decisions (Role of AI)
Capturing Value: Pricing Decisions (Role of AI)
Communicating Value: Promotions Decisions and Integrated Marketing Communications (Role of AI)
Delivering Value: Channel Decisions and Distribution management (Role of AI)
Campaign Optimisation Techniques
The Extended Marketing Mix – People, Processes and Physical Evidence
Application of Data-Driven Strategies
Learning outcomes
By the end of the module, students should be able to:
- Demonstrate an understanding of the organisational and strategic context within which marketing managers function.
- Determine the key elements of marketing plans to implement the marketing strategies.
- Demonstrate an understanding of processes, their design and management.
- Demonstrate an awareness of practical managerial issues in marketing management, as well as some generic solutions.
- Challenge the concepts and models presented on the course
- Synthesise and evaluate alternative marketing theories, concepts, and frameworks
Indicative reading list
Kotler, P., Armstrong, G., Balasubramanian, S., & Kotler, P. (2023). Principles of Marketing. Pearson.
Blythe, J., & Martin, J. (2023). Essentials of marketing. Pearson.
Additional reading from up-to-date journal sources is strongly recommended. Relevant academic journals for readings include:
- Journal of Marketing
- Journal of the Academy of Marketing Science
- Journal of International Marketing
- Journal of Personal Selling & Sales Management
- Journal of Business Research
- European Journal of Marketing
- Journal of Marketing Management
- Harvard Business Review
In addition, students will be referred to readings in business and journalistic sources such as: - Marketing Week
- Campaign
- Business Week
- Fortune
- Financial Times
- Wall Street Journal
- Economist, etc.
Research element
Analyse case studies or research results to propose potential business solutions as they relate to marketing management
Subject specific skills
Apply concepts and techniques in a variety of settings and for a range of products and services
Determine marketing objectives and formulate marketing mix strategies in the light of the environmental analysis and organisational objectives
Analyse case studies or research results to propose potential business solutions as they relate to marketing management
Transferable skills
Demonstrate problem solving skills developed through analysing research papers and business problems in case studies
Demonstrate written communication skills
Study time
| Type | Required |
|---|---|
| Lectures | 9 sessions of 1 hour (6%) |
| Practical classes | 9 sessions of 2 hours (12%) |
| Private study | 49 hours (33%) |
| Assessment | 74 hours (49%) |
| Total | 150 hours |
Private study description
Private study to include preparations for lectures
Costs
No further costs have been identified for this module.
You do not need to pass all assessment components to pass the module.
Assessment group B3
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
|||
| In-person Examination | 100% | 74 hours | No |
|
|||
Reassessment component is the same |
|||
Feedback on assessment
Formative feedback is provided during the module delivery. Overall percentage marks are awarded for examination performance and general examination feedback is provided to the cohort.
Post-requisite modules
If you pass this module, you can take:
- IB845-15 Marketing Through Social Media
- IB846-15 Global Branding
- IB847-15 Service Marketing
- IB9BE-15 Strategic Marketing
Courses
This module is Core for:
- Year 1 of TIBS-N1B0 Postgraduate Taught Business (Marketing)