MN7182 - Marketing, Marketing Communications, and Operations (MMCO) (2017/18)
|Module specification||Module approved to run in 2017/18|
|Module title||Marketing, Marketing Communications, and Operations (MMCO)|
|Module level||Masters (07)|
|Credit rating for module||20|
|School||Guildhall School of Business and Law|
|Total study hours||200|
|Running in 2017/18||
This core module covers the major dimensions of marketing management, including marketing research, marketing strategy, marketing communications and operational management, and how they interrelate.
The module culminates in bringing all the marketing dimensions together with a view to implementing them in a real business environment. This will support students’ learning of theoretical knowledge and practical skills to help them succeed in the modern business environment.
This module aims to encourage the student to appreciate the tools marketing provides the business planner and learn how to make use of them in a real business context.
1. Marketing Research:
- Consumer behaviour & research
- Product, services and brands research
- Industry/organisation research
2. Marketing Strategy:
- Globalisation & internationalisation
- Segmentation, Targeting, and Positioning (STP)
- Implementation of marketing strategy
3. Marketing Communications:
- Advertising / PR
- On-line and social media & marketing
4. Operations Management:
- Product/service design
- Logistics management
- Digital/technological operations
Learning and teaching
The module focuses on business issues/opportunities that the student is interested to investigate with a view of testing and developing their ideas. The module uses a mixture of lectures, workshops and seminars to encourage students to familiarise themselves with the concepts associated with each of the four themes and encourages students to apply them to their areas of interest in a critical and supportive environment. The themes are first introduced in an integrative manner to demonstrate their inter-relations. Subsequently the various sub-themes are addressed in more detail while encouraging students to critically investigate the associated models and develop a perspective based on analysis and practical discussions. The module delivery is supported by online material available through Weblearn.
Digital literacy development
The learning, teaching and assessment strategy for this module will enable students to develop their capabilities in digital literacy and information handling appropriate to professional/master’s level study as outlined in the Open University Digital and Information Literacy Framework (DILF: available to view at http://www.open.ac.uk/libraryservices/pages/dilframework )
1. Critical appreciation and use of Marketing Research tools for researching business opportunities
2. Critical appreciation and use of Marketing Strategy models in a global context
3. Critical appreciation and use of Marketing Communications to reach and influence target audiences
4. Critical appreciation and use of Operations Management to design and develop products/services that meet market requirements
The assessment strategy encourages the development of post-graduate level skills and confidence to work with others as well as develop business acumen through analysing and testing ideas. There are two assessments:
- Design product / service group presentation (20 min/+ QA) backed up with Prezi/PPT (30%)
- Report on setting up a product / service going through all covered 4 stages/themes (4,000 words) (70%)
The 2nd assessment will include a short reflective statement of personal learning and the contribution made by the module to the student’s professional development
Baines, P. and Fill, C. (2014). Marketing, 3rd edition. Oxford: Oxford University Press and supporting on-line resources for students
Slack N, Brandon-Jones, A. and Johnson, R. (2014). Operations Management 7th edition. Harlow: FT Prentice Hall (also in e-book format)
Jobber, D. and Ellis-Chadwick, F. (2012). Principles and Practice of Marketing. London: McGraw-Hill Higher Education.
Fourali, C (2016), The Promise of Social Marketing, London: Routledge.
Futrell, C. (2010). Fundamentals of Selling: Customers for Life Through Service. London: Irwin/McGraw-Hill
Gendron, G. (2000). The origins of the entrepreneurial species. Inc. http://www.inc.com/magazine/20000201/16856.html (accessed on 05/04/2014)
Lussier, R. N., Gorman, J., and Kimball, D. (2015). Entrepreneurial New Venture Skills. London: Routledge