module specification

Marketing is about delivering value to stakeholders, that is, to everyone who is affected by a transaction. This module is designed to help develop the knowledge concerning the nature and character of marketing as well as sales as applied internationally.

The module outlines the fundamental principles, concepts and techniques, which are essential to understand marketing both as a philosophy of business as well as how it is applied in practice.  It provides students with the opportunity to explore contemporary marketing theories and approaches and the body of knowledge required for marketing decision-making based on the application of marketing and sales techniques in global markets.

The primary role of marketing management in any organisation is to design and execute effective marketing programmes in local and global markets,

Aims of the module: what key skills and knowledge will it enable students to develop?

• Provide students with an overview of marketing and sales and their application to the new age of digital
• Describe the end to end marketing planning process and the importance of the Marketing environmental analysis;
• Develop an understanding of the importance of key concepts including knowing the customer through research and STP. The marketing mix, STP and how such    concepts inform decision making process for marketers
• Explain how marketing fits in with the wider business.

N/A

1. What is Marketing LO1
a. The world of Marketing
b. Orientations towards Marketing
c. International Marketing Environment

2. Understanding Consumer and Business Markets LO1-3
a. The Buying Process
b. Types of Products and Services
c. Shifts to connected consumers

3. Understanding the Customer LO2
a. International Markets
b. Marketing Research
c. Analytics

4. Segmentation Targeting, Positioning LO2-4
a. Brand Equity,
b. Segmenting Markets and profiling
c. Adaption Process
d. Positioning products and Services

5. Developing the Value Proposition (MMix) LO2,4
a. Innovation and New Product Development
b. Product & Service Strategy
c. Product Life Cycles in the Digital Era

6. Pricing the Proposition (MMix) LO2,4
a. Pricing Strategies
b. Estimating demand and Costing
c. Price as an extrinsic cue

7. Delivering the Proposition(MMix) LO2,4
a. Channel Strategy
i. Direct and indirect channels
b. The Customer Experience imperative
c. The impact of new technologies

8. Communicating Value (MMix) LO2,4
a. Developing Communications Strategy
b. Utilising digital subcultures to acquire brand awareness
c. Blending traditional media with digital and social networking strategies
d. Engagement Marketing

9. International Marketing LO3-4
a. Which markets to enter
b. Developed versus Developing Markets
c. Market Evaluation

10. Deciding on Market Entry Strategies LO3-4
a. Entry modes
b. Standardisation v Adaptation
c. Upsala model

11. Redefining Marketing in the Digital Economy LO2,4
a. Artificial Intelligence as a marketing tool
b. Big Data
c. The new customer path to buying

12. Marketing Planning LO1-4
a. Getting to “WoW”
b. Strategic Competitive Advantage
c. Consolidation the marketing components 
d. The Marketing Plan in the Digital Era

Delivery of the module will consist of 3 hours of workshops. The module will be student centred. Students will be encouraged to research international marketing and sales issues from a variety of sources in addition to module materials including newspapers, textbooks and on-line sources to identify aspects relevant to their areas of study.

Workshops will provide the opportunity for the whole class to come together and to interact with the lecturer who will provide the basic international marketing and sales theories and present a set of examples and real-world cases.

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

LO1. Relate to and apply key marketing concepts and their practical application in business and other organisations.

LO2. Develop the ability to seek and interpret key economic, social, cultural, technological, political, environmental and behavioural data from international sources and demonstrate how the use of these marketing tools create customer value.

LO3.  Examine and apply the concepts of the buying cycle and consumer buying behaviour across traditional and digital channels, locally and Internationally,

LO4. Analyse marketing knowledge to create, communicate and deliver customer value in an international context.

The assessment strategy is based on complete transparency between staff and students on the basis on which academic judgements are made. Briefings at the beginning of the module, every assignment brief and every feedback sheet will include the grading schedule, which contains detailed descriptors on how student achievement of specified learning outcomes translates into grades.

Students will receive formative feedback together with summative feedback at designated points. Formative feedback will be provided consistently throughout the year through quick in-class quizzes, in-class case studies and student presentations. Students will be offered the opportunity to discuss the formative feedback in class. This helps prepare students for the first summative assignment.

A1: Group Presentation.

A2: Timed Release Case Study:  2 weeks to prepare marketing plan for a product / service in a market. Both product and market choices will be provided by the tutor. 3500 words.

Textbooks:

Core Text:

Solomon, M.R., Marshall, G.W. and Stuart, E.W. (2019) Marketing: Real People, Real Choices. 9th edn. UK: Pearson.

Other Texts:

.           Chaffey, D. and Ellis-Chadwick, F. (2019) Digital Marketing. 7th edn. UK: Pearson.

            Kotler, P., Kartajaya, H. and Setiawan, I. (2017) Marketing 4.0: Moving from Traditional
            to Digital. New Jersey: Wiley & Sons.

            Kotler P. and Keller, K.L. (2016) Marketing Management. 15th edn. UK: Pearson.

Journals:

• European Journal of Marketing
• Academy of Management Review
• Journal of Product and Brand Management
• International Marketing Review
• Business Strategy Review
• California Management Review
• European Management Review
• Harvard Business Review
• Journal of Business Research
• Journal of International Marketing
• Journal of Management
• Management Decision
• Sloan Management Review
• Strategic Management Journal

Websites:

• Management Direct : https://www.managers.org.uk/
• Digital brand engagement: www.digitalbrandengagement.ning.com 
• McKinsey Digital Marketing: https://www.mckinsey.com/business-functions/digital-mckinsey/how-we-help-clients
• The Direct Marketing Association: www.dma.org.uk
• The Chartered Institute of Marketing www.cim.co.uk
• Dave Chaffey: www.davechafey.com/students  and www.smartinsights.com
• New Media Age: www.nma.co.uk
• Brand Republic: www.branrepublic.com/go/digitalmarketing
• Guardian: www.guardian.co.uk/media/digital-media
• LED – The internet marketing discussion list: www.led-digest.com]
• Lynda  www.lynda.com 

Electronic Databases: to be provided in class/Weblearn

Social Media Source:

• Linkedin
• Twitter
• Lynda.com