This core module aims to provide students with fundamental knowledge relating to the function of contemporary marketing and its role in society. Major concepts, theories and frameworks of marketing will be introduced and analysed throughout this module.
Marketing is of great significance to private, public, and third sectors. As a result, there is a need to understand how marketing has to be adapted to meet the demands of these sectors. Moreover, given the importance of marketing in the contemporary world, it becomes necessary to comprehend its societal consequences.
This module will introduce the key foundational concepts relating to marketing. Students will evaluate contemporary challenges organisations face and critically analyse available solutions. The module will also explore the complex relationship between ethics, markets and the activities of responsible marketing practitioners. Students will develop an understanding of a marketer's role and responsibilities and how they impact contemporary society.
On completion of this module students will have gained a deep understanding of how marketing contributes to developing organisations' long-term success, as well as its consequences for society.
Learning Outcomes
By the end of the module students should be able to:
Critically evaluate the key marketing concepts, frameworks and techniques for effective market analysis
Appraise the dynamic forces in the external environment and recommend solutions relevant to the demands of organisations and stakeholders.
Evaluate the role of a marketer and impact of marketing activities on society from a range of different perspectives (e.g.: social, cultural, political).
Critically evaluate the contribution that marketing makes to the delivery of organisations' long-term success
Assessment
39589-01 : Group Work : Group Assessment - Coursework (30%)
39589-02 : Individual Assignment : Coursework (70%)
Assessment Methods & Exceptions
Assessment:
Group work: Digital Artefact – 8 minutes digital submission (30%)
Individual assignment – 1500 words (70%)
Reassessment:
Reassessment of the failed component:
Group work Digital Artefact to be reassessed by an individual reflective essay (400 words) (30%)
