Marketing is an essential business orientation (in contrast to production, finance, sales etc.) for all organisations in both the private and charitable (for profit) sectors and in the public (not for profit) sector. Moreover, marketing is the management discipline which identifies and tracks customer / consumer expectations and needs and then gears the organisation to meet those needs, better than the competition and at an optimum level of profit, or within available budgets (in the not for profit sector).
Traditional marketing principles have evolved over time eg. from transactional marketing to relationship marketing, from meeting needs to co-creation of value. Contemporary marketing management needs to take account of such global trends as technology, sustainability, corporate social responsibility etc. This module introduces the concept of marketing at both a strategic and tactical level, to business professionals drawn from across the business disciplines such as marketing, sales, purchasing, production, logistics, finance, IT, HR etc., and offers insights to fundamental marketing principles and practice. It then adapts traditional marketing practice in the context of contemporary marketing issues.
The aims of the module are to:
On successful completion of the module, students will be able to:
This module is taught using a variety of approaches. Students will be expected to have prepared for the module through specified pre-reading on traditional / classic approaches to marketing. Formal class time will then be used to challenge this grounding by comparing and contrasting topics with more contemporary thinking. This will generate debate and to provide the opportunity for participative learning by means of case studies, simulation exercises and student presentations. Class time will also be used to discuss and review the preparation of the assignment. This will be underpinned by self-directed learning using the recommended text.
|Definitive UNISTATS Category||Indicative Description||Hours|
|Scheduled learning and teaching||Full time 40 Executive attendance 32|
|Guided independent study||Full time 110 Executive attendance 118|
|Total (number of credits x 10)||150|
Assessment will be via an end of module written assignment and a group presentation. This will be structured to synchronise with the Learning Outcomes and will take the form of a marketing assessment and planning exercise. This will allow students to apply knowledge to a real life situation and further requires them to develop practical recommendations for strategy development and tactical implementation.
|Learning Outcome||Assessment Strategy|
|1) Critically appraise markets at both macro and micro level.||Summatively by coursework Formatively by class case study/ simulation discussions|
|2) Engage with customers/consumers in order to drive marketing activity at both strategic and tactical level.||Summatively by coursework Formatively by class case study/simulation discussions|
|3) Segment and target market opportunities and develop positioning strategies.||Summatively by coursework Formatively by class case study/ simulation discussions and exercises|
|4) Select and implement appropriate marketing tactics in the context of contemporary issues||Summatively by coursework Formatively by class case study/simulation discussions|
|Description of Assessment||Definitive UNISTATS Categories||Percentage|
|Group Presentation||Practical Exam||20%|
|Total (to equal 100%)||100%|
It IS NOT a requirement that any element of assessment is passed separately in order to achieve an overall pass for the module.
Marketing Principles and Practice (2013), Jobber D. and Ellis-Chadwick F. 7th Edition
Bradshaw D. & Brash C. (2001), "Managing Customer Relationships in the e-Business world: How to personalise Computer Relationships for Increased Profitability", International Journal of Retail & Distribution Management, 29: 520-529.
Chan J.O. (2005), "Toward a Unified View of Customer Relationship Management" Journal of American Academy of Business, 6 (1): 32-38.
Chen J. & Ching R.K.H. (2007), "The Effects of Information and Communication Technology on Customer Relationship Management and Customer Lock-in" International Journal of Electronic Business. 5: 478-498.
Day G. & Ben K. (2005), "Capitalizing on the Internet Opportunity", Journal of Business & Industrial Marketing, 20: 160-168.
Payne A., Storbacka K. & Frow P. (2008) "Managing the Co-creation of Value" Journal of the Academy of Marketing Science. 36: 83-96.
Rust R.T., Moorman C. & Balla G. (2010) "Rethinking Marketing". Harvard Business Review,88 (1): 1-9.
Verhoef P.C. & Leeflang P.S.H. (2009). "Understandng the Marketing Department's Influence within the Firm", Journal of Marketing, 73(2): 14-37.