Marketing for Management
| Module title | Marketing for Management |
|---|---|
| Module code | BEMM455 |
| Academic year | 2021/2 |
| Credits | 15 |
| Module staff | Professor Alex Janes (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 70 |
|---|
Module description
A good understanding of strategic marketing is not just useful for a future in marketing but is essential to a management career regardless of discipline or sector. Having a fundamental understanding of how markets operate and what customers want combined with which drivers are at play and how best to take advantage of them, will benefit your overall management abilities. This module will teach you the fundamentals of marketing planning, strategy and tactics, informed by the emerging synergies and opportunities offered by developments in technology.
This module will enable you to view the function of marketing through the lens of differing business contexts such as Consumer Brands, Business to Business, Not for Profit, Services etc. It will also encourage you to reflect on the skills, characteristics and traits of successful marketing leaders.
You will not need any prior knowledge of marketing, however, if you do have previous knowledge you will find that this module will challenge you to think in different ways about the ways in which marketing theory is used in practice throughout a variety of different organisations and for differing purposes.
Module aims - intentions of the module
The aim of this module is to enable students of management to gain a greater appreciation of the role of marketing in the strategic management of organisations. The module will develop their understanding of:
- Consumers needs and wants in relation to developments to wider society as informed by consumer research
- The data and tools required for the design and delivery of marketing strategy
- How to use the marketing mix in a tactical way to achieve strategic objectives
- Marketing communications principles & how to utilise the marketing communications mix
- Identifying, deploying & supporting innovative marketing channels
- Developing value creating relational exchanges with customers
- The role of digital tech in innovating marketing activity
- The way in which marketing is used in different contexts eg service organisations, Professional Services, B2B, FMCG, Not for Profit etc
By the end of this module students will have confidence in their knowledge of marketing strategy and their abilities to appreciate how different marketing tactics can maximise consumer/service user engagement.
This module will also be informed by applied business case studies and research currently being undertaken by academics working in the field of marketing and business analytics research.
An example of a core text book for this module is: Baines P, Fill C, Rosengrene S and Antonettie P (2017) Fundamentals of Marketing, Oxford University Press, Oxford
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. identify the key trends in customer behaviour impacting on the practice of international marketing management in relation to wider societal trends;
- 2. design a marketing strategy;
- 3. recommend the most appropriate marketing mix to use to achieve key strategic marketing objectives.
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 4. explain where marketing theory and practice fits into the overall management approach within organisations;
- 5. understand the relationship between changes in society and the marketing approaches taken by organisations.
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 6. use marketing data to make informed strategic marketing recommendations;
- 7. work as part of a team to produce reports and presentations using marketing data suggesting appropriate marketing solutions;
- 8. reflect on Marketing Leadership and its contribution to the Organisations success.
Syllabus plan
- Why people buy – Consumer & Organisational Buying Behaviour
- Marketing Planning – The Audit – Where are we now? Research, Analysis & Evaluation
- Developing Marketing Strategies – CRM, STP, Ansoff, Competitor Strategy
- Developing value creating relational exchanges with customers
- Deploying the Marketing Mix – the 7 ‘P’s
- Marketing Leadership in different contexts– Managing Performance
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 149.5 | 0.5 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Learning and Teaching Activity | 12 | Lectures |
| Learning and Teaching Activity | 24 | Seminars: Using Case Study Method of teaching, as well as workshop style sessions for practical activities such as presentations, and assessment practice |
| Learning and Teaching Activity | 114 | Work on assessments, Additional reading, Preparation for Case Studies and reading prior to Lectures, Meetings for Group Work |
| Guided Independent Study | A variety of marketing practitioners will appear in person or through webinars to talk about their marketing careers, to give students a flavour of the variety of career options available in Marketing |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Mid Term Plan for report, structure etc | 750 words per group | 7 | Written & Verbal feedback |
| Observation | Ongoing | 1,2,3,4,5,6,7,8 | Verbal Feedback |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 70 | 0 | 30 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Group Project Presentation (Group work meetings can be face to face or electronic, the final presentation can be videoed following approval by module leader) | 30 | 15 minutes | 1,2,3,4,5,6,7 | Written & Verbal |
| Individual Project | 50 | 3,500 words | 1,2,3,4,5,6,7 | Written |
| Individual Reflective essay | 20 | 1,500 words | 8 | Written |
| 0 | ||||
| 0 | ||||
| 0 |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Group Project Presentation (30%) | Individual PowerPoint 20 Slides (or equivalent) Presentation (not presented verbally) (30%) | 1,2,3,4,5,6,7 | Referral/Deferral Period |
| Individual Project (50%) | Individual Company Report 3500 words (50%) | 1,2,3,4,5,6,7 | Referral/Deferral Period |
| Individual Reflective Essay (20%) | Individual Reflective Essay 1500 words (20%) | 8 | Referral/Deferral Period |
Re-assessment notes
Individual Assessment – Written Project evaluating a firm’s Marketing Strategy – its design & implementation 3500 words, accompanied by slide presentation and Individual Reflective Essay
Indicative learning resources - Basic reading
Kotler P, Keller K, (2016) Marketing Management (Global Edition) Pearson
Indicative learning resources - Other resources
Other resources: Various Readings, Videos, Guest Lectures, Webinars etc
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None |
| Module co-requisites | None |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 21/02/2020 |
| Last revision date | 08/12/2021 |
