BMM5712 - Negotiated Learning: Sales and Marketing

Objectives:

On successful completion of the module, apprentices will be able to:

1 - Demonstrate an awareness of marketing and sales within business organisations
2 - Evaluate sales and marketing theories to inform organisational strategy
3 - Examine market segmentation and demonstrate how to target relevant markets and customers, opportunities and ways to market
4 - Appraise the need for innovative product and service design
5 - Undertake ethical critical analysis of customer data and propose creative solutions utilising evidence-based tools.

Content:

This module is designed to introduce learners to the fundamental concepts and practice of marketing, including the application of marketing research, market analysis, segmentation, targeting and positioning. Learners will study the essential elements of marketing mix strategies; product, price, place, and promotion and learn to distinguish between and plan for product and service orientated organisations in both business-to-consumer and business-to-business contexts. The course will also equip learners with practical knowledge of marketing communications tools such as advertising, public relations and direct marketing and the deployment of these tools in conventional and digital media environments, with specific focus on contemporary e-commerce business models. Learners will also learn how to study customer data to provide realistic, innovative, and appropriate solutions for organisational contexts.

Marketing mix and the extended marketing mix
- 4 P’s – product, price, promotion, and place
- The shift from the 4Ps to the 7Ps, concept of the extended marketing mix, the significance of the soft elements of marketing people, physical evidence, and process management.

Market segmentation
- Age, gender, income, socio-economic class
- Psychometric segmentation
- Lifestyle
- Culture
- Price.

Organisational context
- Consumer markets v Organisational markets (B2B/B2C)
- Product v Services: nature and characteristics of service products — intangibility, ownership, inseparability, perishability, variability, heterogeneity
- International marketing and the impact of globalisation
- Identification and understanding the customer (internal and external) and other stakeholders
- Customer relationship management.

Conventional and digital media environments
- Advertising, public relations and direct marketing
- Internet marketing and social media marketing
- E-commerce
- Innovative product and service design
- Decision making and problem-solving tools
- Analysis of customer data.

English skills will be developed by improved presentation skills, showcasing negotiation techniques and through the essay style literature review on the subject content for the module.

Digital skills will be developed through utilisation of online resources for research for the essay component and through the innovative solutions proposed within the assessed presentation.

Learning and Teaching Information:

A variety of teaching and learning strategies will be employed throughout the module to ensure the acquisition and development of appropriate concepts, knowledge and skills and achievement of the stated learning outcomes. A variety of teaching and learning methods provide access to learning to meet a wide range of learner needs and are aimed at widening participation amongst learners to avoid exclusion and develop learner skills in academic studies and personal life situations.

This module will be taught over three days in a block structure at the start of the module and methods utilised within the 2 days will include: lecture style knowledge content and seminar style activities to discuss the content and enabling the learner to place it into context. This module will also have two virtual tutorial café (VTCs) sessions, these group sessions allow for reflective time following the delivery and will be utilised to support the learner in unpacking the content and the assessment requirements. VTC sessions will also be utilised as formative peer feedback sessions.

Independent study time should be spent on specific pre learning (on-demand learning – available to all students on Moodle), for example, engaging in specific background reading of the topic and online exercises. Post learning activities will be provided by the module tutor, but these will be assessment focused enabling the learner to achieve the assessment requirements. This apprenticeship is non-integrated, so an End Point Assessment Organisation (EPAO) is connected with the apprenticeship and the learners have a student membership which provides additional online resources to support achievement of the KSBs, these resources link with the subject areas across L4-L6. Learners are expected to engage with 1 hour a week on these activities to support them in their module and apprenticeship.

All activities and materials provided on Moodle will support the module content for the module delivery including pre, live and post activities and any additional EPAO resources. The sequencing of the sessions will provide re-enforcement of the theoretical concepts developed during the delivery in a progressive pattern, aimed at developing knowledge and overall understanding.

Planned LTU Off-the-Job Delivery Learning:

Lectures
Hours: 14
Intended Group Size: Cohort

Virtual Tutorial Cafe
Hours: 2
Intended Group Size: Cohort

Planned Off the Job Learning:

Training Plan Activities
Hours: 24
Intended Group Size: Individual

EPAO Activities (1 hour per week)
Hours: 8
Intended Group Size: Individual

Masterclass
Hours: 2
Intended Group Size: Individual

Minimum Self-Directed Off the Job Learning and Practical Training:

Shadowing (subject to context in the workplace)
Hours: 150



Further Details Relating to Assessment

Component 1
Essay: Learners will be required to demonstrate their understanding and application of key marketing concepts, such as market segmentation, marketing mix, etc in relation to organisations and the impact on the business strategy.

Component 2
Presentation: Learners will be required to undertake an ethical critical analysis of customer data, proposing creative, innovative solutions utilising evidence-based tools. This assessment will be delivered as a 15-minute presentation (10 minutes delivery and 5 mins question and answer session).

Learners should refer to module handbooks for full details of the assessment briefs.

Assessment:

Fact File

Module Coordinator - PRS_CODE=
Level - 5
Credit Value - 20
Pre-Requisites - NONE
Semester(s) Offered -

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