In this module you’ill examine the concept of marketing and how it operates within consumer, business-to-business, service and public organisations. You’ll examine the underlying concepts and frameworks that help organisations to design appropriate strategies.
Learning outcomes
a. subject specific knowledge and skills
- Understand the principles, practice and strategic value of marketing management in different contexts: consumer, business-to-business, services, public and private sector
- Discuss the central concepts, issues, and strategic value of branding across organisational settings, markets and territories
- Evaluate the value-creating potential, options, risks and issues for marketing practitioners
- arising from macro trends in digital, sustainability, globalisation and demographic change
- Describe trends and developments in marketing & brand management practice and evaluate the implications for product development, customer buying behaviour, organisational performance & strategy.
- Appraise the marketing and brand management approach of an organisation, and identify strategic marketing and branding initiatives to improve performance
b. cognitive abilities and non-subject specific skills
- To understand, both analytically and critically, the key theoretical concepts of marketing at both a strategic and tactical level
- To be able to apply and develop these marketing principles to an organisational context with this including the ability to identify what is best practice within marketing
- To critically reflect upon, and appreciate, how current marketing practice within an organisation should be refined and the manner in which the digital environment together with sustainability functions within this
