module specification

The module aims to provide an understanding of the theories of marketing and the practical application of the tactical tools of marketing—including those used in digital marketing—in contemporary and technology-driven organisations at local, national, regional, and global levels. In this module, you will explore how different types of organisations deploy the marketing mix tools through interconnected marketing platforms between offline and online environments, to implement their marketing strategy and to develop a competitive edge.

The module aims to:
● Provide an understanding of the theories involved in creating and delivering value to customers using the tactical tools of marketing.
● Explore the practical application of the marketing mix in product/services, public sector/non-profit sectors marketing, and digital contexts.
● Develop students’ academic writing, application of knowledge and interpreting data skills.
● Develop students’ researching and analysing skills.

Available for Study Abroad YES

Using marketing theories and elements of tactical marketing tools to create customer value (LO1)

Using marketing theories and elements of tactical marketing tools to communicate and deliver customer value (LO2)

Understanding customer needs and buyer and channel behaviour, and value perception (LO3)

Product mix – anatomy of product/service, branding, product management, innovation and new product development, product life cycle (LO1,3)

Pricing mix – context and concepts, pricing strategies (LO1,3)

Digital and online product presentation, e-commerce sales channels and pricing models, and digital branding (LO1,3)

-Promotion mix – integrated marketing communications & the communications model; - Advertising, PR, Sales Promotion, Direct Marketing, Personal Selling; Direct marketing and social media. -Place mix – marketing channel and logistics, intermediaries and their functions. (LO2,3)

Place mix – marketing and sales channels, intermediaries, and logistics, and their functions (LO2,3)

Digital sales distribution channels and online customer journeys (LO2,3)

People, the role of sales personnel and teams, and value interactions (LO4)

Processes, sales processes and value support (LO4)

Physical evidence, sales environments, channel presentation, and perceived value (LO4)

The role of digital touchpoints, user experience (UX), and online service delivery (LO3,4)

Application of marketing and sales tactical tools in global marketing (LO3,4)

Application of marketing tactical tools in digital marketing (LO3,4)

Demonstrate understanding of key tactical marketing and communications theories and their use through completing the module assessment (LO4)

The module will be taught over a 12-week period and consists of a 2-hour lecture and 1-hour seminar each week. The module seeks to assist students’ understanding of marketing practices and contextualise their knowledge in relation to product/services and public sector/non-profit organisations.

Lectures will focus on key issues, concepts and models of creating and delivering customer value through traditional and services marketing mixes and their application to real life scenarios. These sessions will impart knowledge in order to provide a forum for better understanding of key topic areas via the seminars through small group discussions, videos and case study/journal article analysis; where possible guest lecturers from marketing professionals and organisations shall be incorporated in the teaching.

The use of WebLearn facilities is central to the delivery of the module handbook, case studies, journal articles and student feedback.

On successful completion of this module, students will be able to: 

1. Know how to apply the key elements of the marketing system known as the marketing mix to products, services, public sectors (LO1)

2. Develop a conceptual and analytical approach to dealing with marketing and communications problems as they arise within the organisation (LO2)

3. Understand how customer needs and behaviours influence marketing decisions through interconnected marketing platforms between offline and online environments. (LO3)

4. Develop and demonstrate an understanding and application of marketing tactical tools in a global marketing and technologically driven environment (LO4).

Library reading list
https://rl.talis.com/3/londonmet/lists/BAC75866-34C4-10BB-36DB-D729D025452C.html?lang=en-GB&login=1
Textbooks:
Core Text:
Jobber, D. and Ellis-Chadwick, F. (2023) Principles and Practices of Marketing, 10th Edition, McGraw-Hill
Additional reading
Lovelock, C. and Wirtz, J. (2016) Services Marketing: People, Technology, Strategy, Global Edition, 8th Edition, World Scientific Publishing.
Chaffey, D. and Smith, P.R. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th Edition, Routledge.
Grönroos, C. (2015) Service Management and Marketing: Managing the Service Profit Logic, 4th Edition, John Wiley and Sons.
Hines, T. and Bruce M. (2007) Fashion Marketing: Contemporary Issues 2nd Edition, Elsevier.
Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2017) Services Marketing: Integrating Customer Focus Across the Firm, 7th Edition, McGraw-Hill.
Gummerus, J. & von Koskull, C. (Eds.) (2015) The Nordic School: Service Marketing and Management for the Future. Hanken School of Economics.
Fotiadis, T., Lindgreen, A., Siomkos, G.J., Öberg, C., & Folinas, D. (2022) Industrial Marketing, SAGE Publications.
Hakansson, H. (Ed.) (1982) International Marketing and Purchasing of Industrial Goods: An Interaction Approach. Wiley.
Ford, D. (Ed.) (1990) Understanding Business Markets: Interaction, Relationships and Networks. Academic Press.

Journals:
International Marketing Review
Journal of Marketing Communications
Academy of Marketing Science Journal
International Journal of Service Industry Management
Services Marketing Quarterly
Journal of Voluntary and Non Profit Marketing
Journal of Consumer Marketing
European Journal of Marketing
Journal of Business Management
Journal of Electronic Commerce in Organizations
International Business Management
Websites:
Chartered Institute of Marketing (CIM) www.cim.co.uk
Institute of Practitioners in Advertising www.ipa.co.uk
Smartinsights www.smartinsights.com
Electronic Databases:
Mintel, Market Intelligence, Keynote.
Other:
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.