MBA7055 - Marketing

Objectives:

On successful completion of the module, students will be able to:
Evaluate the role of the Marketing function within an organisation.
Strategically apply methods of marketing research, market analysis, segmentation, targeting and positioning.
Critically analyse the essential elements of marketing mix strategies.
Evaluate marketing communications tools such as advertising, public relations and direct marketing.

Content:

This module is designed to encourage MBA students to critically evaluate fundamental theory of marketing practice and planning, including the application of marketing research, market analysis, segmentation, targeting and positioning. MBA students will study and critically analyse 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. This module will also equip students with strategic 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.

This module will contribute to the MBA themes in the following ways:-

- Radical Resilience – this module will enable the students to appreciate the variety of marketing theories available for different markets and how to select and adapt appropriate methods for the market.
- Creative Connectivity – in a global economy, students will learn how to enhance their professional practice through collaboration and connection within their networks.
- Dynamic Discovery – students will be encouraged to create new methodologies for marketing practice. They will have the opportunity to plan and practise their marketing knowledge through application in a safe environment.

Learning and Teaching Information:

This module will comprise a 21-hour teaching block delivered over three consecutive teaching days of whole-group interactive workshops. Throughout the teaching block, students will be presented with examples of contemporary organisational practice and theory followed by a thematically linked Masterclass, 1:1 assignment surgeries and networking opportunities.

In order to ensure a differential learning experience, whilst creating a varied, dynamic and informative teaching environment for all, the workshop approach will be research-informed, using a mixture of delivery methods (utilising a wide variety of visual/audio media). The business world examples used will be contemporary, authentic and relevant, demonstrating clear links to the topic under discussion. To consolidate the learning, the classroom-based activities will be realistic, useful and contributing to students’ career-readiness/progression.

We will continue to revise our teaching strategies in line with alterations to the sector’s recommendations for career attributes, the recommendations of the QAA Subject Benchmark Statements and all affiliated PSRB standards.

Workshops
Hours: 21
Intended Group Size: Cohort

Non-teaching contact hours (e.g. Masterclasses, 1:1 Support, networking events etc)
Hours: 13
Intended Group Size: Cohort

Guided independent study
Hours: 116

Further details relating to assessment.
Formative assessment and feed-forward methods will be employed throughout block delivery of this module. Formative forms of assessment will include (but not exclusively): class-based activities and opportunities for draft group assessment work to be submitted for comments and feedback.

Students will be instructed to produce a marketing plan for a chosen organisation and present their findings as a group in a digital format.

Further specific details of the assessment will be available in the Module Handbook and in additional in-class support.

Assessment:

001 Group presentation (marketing plan); 20 min (equiv 2,500 word); term 1 100%

Fact File

Module Coordinator - PRS_CODE=
Level - 7
Credit Value - 15
Pre-Requisites - NONE
Semester(s) Offered - 7MB41

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