Download Module Code MKT2210(Published) Module Title Marketing

Module Code
Module Title
Credit
Pre-requisites
MKT2210(Published)
Marketing Research
30
MKT1111 or MKT1112 or MKT1113
Aims
This module aims to familiarise students with the importance of marketing research to
business and the marketing research process. Students will learn how to conduct a
marketing research project, including establishing an appropriate research design, creating
research instruments, gathering and analysing data using both qualitative and quantitative
methods, and using the findings to improve marketing decision-making.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. explain the concepts of management decision problem, marketing research problem, and
research objectives;
2. evaluate and select appropriate methodologies, and sampling designs, questionnaire
design in marketing research;
3. analyse secondary information sources and assess secondary sources for reliability and
validity;
4. compare and contrast research approaches, methods of data gathering and analyses;
5. acquire in-depth understanding of the research limitations;
Skills
This module will call for the successful student to:
6. apply knowledge to conducting a quantitative market research survey;
7. critically evaluate and interpret marketing research data, using appropriate statistical tools;
8. effectively communicate proposals, research findings and other data effectively;
9. work as an effective individual and team player.
Syllabus
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Introduction to the marketing research process
Problem definition and the marketing research approach
Research design
Secondary data collection and analysis
Qualitative research: its nature and approaches
Qualitative interviewing techniques
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Qualitative observation techniques
Qualitative data interpretation and analysis
Quantitative data collection methods
Sampling methods for primary research
Designing quantitative research questionnaires
Quantitative survey fieldwork and data preparation
Statistical techniques for quantitative data analysis
Presenting and using marketing research findings
Learning, Teaching and Assessment Strategies
The module will be delivered by means of lectures and seminars. Lectures will introduce the
main concepts and theories. Seminars will be used for a variety of activities, debates,
discussion, exercises, case study analysis, and report preparation and presentation. A
cumulative pass mark is required, so that both components of assessment do not have to be
passed individually. Students will be given formative feedback on activities, exercises, and
case studies prepared for and undertaken during seminars. They will also receive formative
feedback on components of their marketing research project. The module?s on-line
environment will contain all lecture slides and any additional learning material required for
this module.
Assessment Scheme
Formative assessment will be given on activities, exercises and case studies prepared for
and undertaken during seminars. Feedback will be provided in seminars or in bookable
individual tutorials.
Summative assessment consists of four components, selected to ensure students
demonstrate an overall understanding of relevant marketing research concepts and
techniques.
The four assessment components are:
i. Individual preparation in seminar assignments and activities (10%) - throughout the year.
Preparation is measured by assessment of answers to questions presented in written format.
This will address Learning Outcome 9
ii. time constrained, supervised test, to be taken in learning week 10 (20%). This will address
Learning Outcomes 1, 2, 3 and 5
iii. 1 hour online test- multiple choice questions, to be taken in seminars in week 24 (35%).
This will address Learning Outcomes 1 to 4 and 7
iv. Market research group project (35%). Each group will work on a Live Case with Client for
the purpose of conducting a research study and analyse collected data to solve marketing
problems. The research project will be submitted by the University coursework deadline (see
academic calendar). The project should not exceed 3,000 words, excluding references and
appendices. This will address Learning Outcomes 1, 2, 3, 5, 6, 7, 8 and 9
The assessment for this module is designed to test both the individual and the group working
skills of the students. Marketing research is a collaborative discipline, and this is reflected in
the emphasis on group work in this module. Group work also allows students to gain
valuable experience of working on a large scale real life marketing research project.
Assessment Weighting
Coursework: 100%
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
Programme
Restrictions
Automatic
Deferral
MKT2222(Published)
Marketing Foundation
30
BA Business Studies, BA Business Administration,
BA Accounting and Finance, BA Acc & Fin 1&2
[TSI], BA Business Accounting, Summer School
(Credit)
Not Permitted
Aims
This programme aims to provide students with a comprehensive overview of marketing
concepts, frameworks and techniques. The module adopts the perspective of the general
manager, who needs to understand how the marketing concept contributes to business
success. Students will gain an understanding of the significance of the external and internal
operating environments for marketing practice, methods to identify market segments, and
the impact organisations can achieve via developing and integrating the marketing mix.
Emphasis will be placed on using data to improve business performance. This includes the
design and commissioning of research, and the validity and interpretation of results. Ethical
aspects of market research and intelligence will also be addressed.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. evaluate the concept of marketing and its role within a diverse range of organisations and
environmental contexts;
2. critique widely used methodologies, approaches, and designs in marketing research;
3. evaluate the purpose and limitations of research instruments such as surveys, focus
groups, and depth interviews;
4. apply marketing theories, concepts and frameworks in numerous contexts and for
different organisations;
5. assess the impact of an organisation's macro and micro environments on organisations'
marketing activity, including the impact of competitors on promotion and pricing strategies;
6. compare and contrast different research approaches;
Skills
This module will call for the successful student to:
7. search, evaluate and use academic and/or practitioner research to inform marketing
decision making;
8. use data gathering technique(s) appropriate for a given research project;
9. analyse data using quantitative and qualitative tools and skills;
10. work effectively in teams.
Syllabus
In this module students gain hands-on experience of the fundamentals of marketing and
marketing research, especially through group projects in which they re-trace a company's
marketing programme. The module adopts the perspective of a general manager who, since
general managers need to work alongside marketing professionals to solve business
problems, needs to understand how the marketing concept contributes to business success.
Additionally, students draw on marketing research tools to incorporate primary data into their
project during the second semester. Main topics covered include:
? The concept of marketing and its role within a range of organisations and environmental
contexts
? The impact of an organisation's macro and micro environments on organisations'
marketing activities, including the impact of competitor actions on promotion and pricing
strategies
? The importance of customers in determining the suitability and effectiveness of a diverse
range of marketing decisions, including decisions on promotional tools, pricing and place
strategies
? Marketing theories, frameworks, processes, and concepts; their strengths and weaknesses
and their use in different organisational contexts
? How marketers identify, evaluate and synthesise a range of information from a variety of
sources to inform marketing decision making
? Qualitative and quantitative research methods
? Data collection, coding, data analysis
? Report writing and presentation
Learning, Teaching and Assessment Strategies
The module will be delivered by a means of interactive lectures dealing with the main
concepts and theories. Students will also attend seminar classes which will be used for a
variety of activities, debates, discussion, exercises, case study analysis, and report
presentation. The module?s on-line environment will contain all lecture slides and any
additional learning material required for this module.
Assessment Scheme
Formative feedback will be provided on-line, in seminar as well as in lectures, and other
learning activities such as self-check activities that are specifically designed to provide
guidance and feedback. Halfway through the group projects, formative feedback will be
given in seminars on the basis of project presentations. Formative feedback in terms mocktests will also be provided 2-3 weeks before the summative online tests for students to get
familiar with the test format and content coverage.
Summative assessment consists of two group projects and two mid-term tests selected in
order to ensure students demonstrate an overall understanding of relevant concepts and
techniques as well as the ability to apply and critique them in appropriate contexts.
The assessment components are:
i. Two Group projects, (25% each, 50% in total) carried out in small teams. As part of the
projects, students present intermediate results to other members of the seminar class.
Project 1 (3000 words) takes place between Week 3-12 (submission at the end of Week 12).
Project 2 (4000 words) takes place between Week 14-24 (submission at the end of Week
24). These will address Learning Outcomes 4 to 10
ii. Mid-term tests: (50%) Two online multiple choice tests during the Autumn and Winter
terms (Individual tests, Week 10 and Week 22 respectively) to explore topics introduced in
the lectures and seminars. These tests will address Learning Outcomes 1 to 3
Assessment Weighting
Coursework: 100%
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT2232(Published)
Branding & Integrated Mkt Comm
30
Aims
This module aims to develop student's understanding of branding, brand management and
integrated marketing communications. Students will explore the emerging body of theory on
brands and their management both as a basis for developing strategies to create and
sustain successful brands and for developing communications programmes. They will also
gain an understanding of the processes by which communications programmes are
developed from wider business/marketing objectives, strategies and sound market analysis;
and the synergistic and return-on-investment benefits of an integrated approach to marketing
communications.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
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3.
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5.
6.
understand the role of integrated communications in building strong brands and
brand relationships;
understand how customers develop relationships with brands and how to develop
effective brand strategies;
understand the strengths and weaknesses of individual marketing communications
tools in achieving marketing and brand related objectives;
understand the IMC strategy process, including targeting, setting objectives,
integrating a range of communication tools, developing messages, choosing media
and evaluating outcomes;
understand the role and issues of different stakeholders in branding and
communications planning, execution and measurement;
understand key ethical, regulatory and environmental issues that impact integrated
marketing communications;
Skills
This module will call for the successful student to:
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explain how to develop a basic but effective brand strategy;
prepare a basic integrated marketing communication plan;
conduct appropriate research and analysis of both numeric and qualitative data;
analyse the relative effectiveness of a range of communications tools for diverse
communications objectives;
11. work effectively on a team based project;
12. communicate the proposals and outcomes of brand and communications plans both
orally and in writing.
Syllabus
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Introduction to branding and integrated marketing communications concepts and
tasks
The brand communication and decision making process
How brands are built and brand relationships
Communications theory
Stakeholders in the communications building process
Strategic planning process for IMC, setting objectives and measuring outcomes
Segmentation and targeting for branding and IMC
Communication tools - advertising, digital marketing, public relations, sales promotion,
direct marketing, personal sales, events, sponsorship, customer service, databases
Developing brand and IMC message strategies
Media characteristics: print, broadcast, out-of-home, digital
Media Planning
Social, legal and ethical issues in marketing communications
Learning, Teaching and Assessment Strategies
The module will be delivered as a series of weekly lectures and seminars/ workshops,
supported by myUniHub. Videos and guest speakers will be used where appropriate.
Seminars and workshops aim to encourage a high degree of autonomous learning and
students are expected to prepare readings or other activities during class time. The strong
emphasis on student-led seminars encourages each student to demonstrate his or her ability
to analyse and interpret a wide range of brand, communications and marketing problems
and issues and to provide effective solutions.
Assessment Scheme
The coursework will be comprised of a series of projects that form the components of a
branding and integrated marketing communications plan. There will be a combination of
group and individual work in these assignments and they will allow students to demonstrate
their knowledge and skills related to learning outcomes 1-12.
The final exam will be a 2-hour closed book exam that will address learning outcome 6, not
covered in the coursework, and also provide additional opportunities for students to
demonstrate their achievement of all of the knowledge based learning outcomes.
Assessment Weighting
Coursework: 60% Final Exam: 40%
Exam Duration
Examination, 2 hours
Learning Materials
Required Texts
Egan, J (2007) Marketing Communications, London: Thomson Learning
Keller, KL (2008) Strategic Brand Management: Building, Measuring, and Managing Brand
Equity, Harlow: Pearson Education
Recommended Texts
Aaker, DA & Joachimsthaler, E (2009) Brand Leadership, New York, NY: Pocket Books
Bell, AH & Smith DM (2010) Management Communication, 3rd Edition, Oxford: John Wiley
& Sons
Copley, P (2004) Marketing Communications Management, Kidlington: Elsevier
Duncan, T (2001) IMC: Using Advertising and Promotion to Build Brands, International
Edition, New York, NY: McGraw-Hill
Elliott, R & Percy, L (2006) Strategic Brand Management, Oxford: Oxford University Press
Klein, N (2010) No Logo, 10th Anniversary Edition, London: Fourth Estate
Percy, L (2008) Strategic Integrated Marketing Communications, London: ButterworthHeinemann
Journals and other Publications
International Journal of Advertising
Journal of Advertising
Journal of Advertising Research
Journal of Brand Management
Journal of Consumer Research
Journal of Current Issues and Research in Advertising
Journal of Integrated Marketing Communications
Journal of Marketing
Journal of Marketing Communications
Journal of Marketing Research
Journal of Product and Brand Management
Journal of Promotion Management
Advertising Age, Marketing Week, www.mad.co.uk/mw/
Marketing, www.marketing.haynet.com/
The Guardian Media Section - Monday, www.guardian.co.uk
The FT, http://news.ft.com/home/uk
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT2235(Published)
Digital Marketing
30
Aims
The main goals of this module are to enable students to understand the behaviour of
consumers in online environments, and to help them to develop appropriate marketing
responses. Students will explore online consumer behaviour both from published studies,
and by undertaking their own forms of online marketing research. They will also explore the
marketing strategies and practices used by marketers in a variety of online environments,
and will examine the evolving nature of digital marketing in various niches of the virtual
supply chain.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
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understand the key principles and practices of digital marketing;
understand the importance of digital marketing in a broader business context;
understand individual and social behaviour in cyberspace;
understand how knowledge of online consumer behaviour may be translated into
digital marketing strategy;
5. understand key contextual issues (e.g. ethics, governance, accessibility) affecting
digital marketing practice;
Skills
This module will call for the successful student to:
6. assess potential digital marketing opportunities and associated risks;
7. undertake appropriate research into online consumer behaviour;
8. identify and develop appropriate digital marketing strategies;
9. critically evaluate the effectiveness of a range of digital marketing applications;
10. apply relevant marketing theories and concepts in diverse online contexts, and on a
variety of digital marketing platforms.
Syllabus
The following is a guide to module contents, and is not meant as a teaching scheme.
a) Consumer Perspective
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Understanding the online consumer: Online behaviours and their marketing
implications (work, shopping, social interaction, personal interests, etc.)
How and why market spaces differ from market places
Using online marketing research to profile online consumers (age, gender,
occupation, class, ethnic group, nationality, etc.)
Monitoring online consumer activities (web log analysis, web analytics)
Understanding the online customer experience (flow, touchpoints and customer
journeys)
Customer retention and loyalty in a multi-channel world
b) Marketing Perspective
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Digital marketing across the virtual supply chain: B2C, C2C, B2B and B2E
Digital marketing communications strategies and practices
Tailoring digital marketing strategies to online segments and individuals
(segmentation and personalisation)
Marketing in diverse online environments (the Web, mobile networks, online games,
ITV, etc.) and in diverse national contexts (localisation, legal issues)
Ethics, governance, accessibility, sustainability, privacy (including DP), industry
standards, legal regulation
Measuring ROI
Learning, Teaching and Assessment Strategies
Students will engage in a mix of experiential and practical learning activities, including
weekly lectures (introducing the main concepts and principles of the module), and weekly
seminar classes (involving practical work, debates, discussion, case study analysis, and
report preparation and presentation).
The module is assessed entirely by coursework; there is no formal examination.
Assessment of Learning Outcomes 1- 10 will be based on the submission of three individual
written assignments, based on practical work undertaken during the module:
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1,500-word essay (25%),
1,500-word project proposal (25%) and
4,000-word project report (50%).
Feedback on the first two elements will be provided to students to assist them on completing
the project. In order to complete this module successfully, students will be required to
achieve an overall pass grade on the combined scores for the assessed assignments.
Learning Resources
The module will be supported by the Middlesex University online learning environment
(myUniHub) software relevant to digital marketing, and book and journal resources in the
library and on the Web.
Assessment Weighting
Coursework: 100%
Learning Materials
The following books represent indicative reading for this module:
Essential
Chaffey, D, Ellis-Chadwick, F, Johnston, K, and Mayer, R. (eds), (2009), Internet
Marketing: Strategy, Implementation and Practice, London: Financial Times/Prentice
Hall (TEXTBOOK)
The Institute of Direct Marketing (IDM), (2007), The IDM Marketing Guide: Best Practice in
Direct, Data and Digital Marketing, 3 vols., London: Institute of Direct Marketing
(REFERENCE)
Recommended
Borges, B, (2009), Marketing 2.0: Bridging the Gap between Seller and Buyer through
Social Media Marketing, Tucson, AR: Wheatmark
Brogan, C, (2009), Trust Agents: Using the Web to Build Influence, Improve Reputation, and
Earn Trust, Chichester: John Wiley & Sons
Dann, SJ, and Dann, S, (2004), Strategic Internet Marketing, Chichester: John Wiley &
Sons
Harden, L, and Heyman, B, (2009), Digital Engagement: Internet Marketing That Captures
Customers and Builds Intense Brand Loyalty, New York, NY: Amacom
Joel, M, (2009), Six Pixels of Separation: Everyone is Connected. Connect Your Business
to Everyone, New York, NY: Business Plus
Plummer, J, Rappaport, S, Hall, T. and Barocci, R, (2007), The Online Advertising
Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation,
Chichester: John Wiley & Sons
Ryan, D, (2009), Understanding Digital Marketing: Marketing Strategies for Engaging the
Digital Generation, London: Kogan Page
Scott, DM, (2008), The New Rules of Marketing and PR: How to Use News Releases, Blogs,
Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
Tapscott, D, (1999), Growing up Digital: The Rise of the Net Generation
Zarella, D, (2009), The Social Media Marketing Book
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT2236(Published)
Brand Management
30
Aims
The aim of this module is to develop a student's understanding of branding, brand
management and brand communications. In particular, the module will focus on developing
strategies to create and sustain successful brands and on developing efficient brand
communication strategies.
Learning Outcomes
Knowledge
On completion of this module, the successful student will be able to:
1. analyse the nature and meaning of brand management;
2. compare and contrast theories on how customers develop relationships with brands and
how companies develop effective brand strategies;
3. evaluate measures of brand equity and brand management systems;
4. analyse the relative effectiveness of a range of communications tools in communicating
the brand essence and values to diverse audiences;
5. evaluate the role of integrated communications in building strong brands and brand
relationships;
Skills
This module will call for the successful student to:
6. develop an effective brand strategy;
7. prepare an integrated marketing communications plan;
8. work effectively on a team based project;
9. demonstrate ability to examine their understanding of the learning they have gained and
how this learning has helped build both cognitive and behavioural skills.
Syllabus
• Brand definitions
• How brands are built and brand relationships
• Customer-based brand equity
• Brand positioning
• Choosing brand elements to build brand equity
• Developing a brand equity measurement and management system
• Designing marketing programs to build brand equity
• Integrating marketing communications to build brand equity
• Communications theory and tools.
Learning, Teaching and Assessment Strategies
The module will be delivered as a series of weekly lectures and seminars/workshops. Staffled interactive lectures discuss principles and concepts. Seminars and workshops aim to
encourage a high degree of autonomous learning and students are expected to prepare
readings or other activities during class time. The strong emphasis on student-led seminars
encourages each student to demonstrate his or her ability to analyse and interpret a wide
range of brand, communications and marketing problems and issues and to provide effective
solutions. The module?s on-line environment will contain all lecture slides and any additional
learning material required for this module.
Assessment Scheme
Formative feedback and early assignment-specific guidance will be provided in the seminars
to tell students how well they are doing and what might need improving.
Summative assessment consists of three components designed in order to ensure students
demonstrate an overall understanding of relevant concepts and techniques as well as the
ability to apply and critique them in appropriate contexts.
The three assessment components are:
i. Unseen examination (40%). The exam will cover all topics and will address Learning
Outcomes 1-5. The final exam will be a 2-hour closed book exam that will provide
opportunities for students to demonstrate their achievement of the knowledge based learning
outcomes
ii. Group coursework (40%): The coursework will be comprised of a series of projects that
form the components of a branding and communications plan (Week 21). The group
coursework word limit is 3000 (+/-10%). This will address Learning Outcomes 6-8
iii. Individual reflective overview (20%): Students will be required to submit a reflective
learning essay on what learning they have gained from the study of this module and how this
learning has enabled the development of their analytical and behavioural skills (Week 21).
The individual reflective essay word limit is 700 (+/- 10%).This will address Learning
Outcome 9
Assessment Weighting
Coursework: 60% Examination: 40%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT2242(Published)
Consumer Behaviour
30
Aims
The aim of this module is to enable students to learn factors that influence consumer
behaviour ? how we buy, what we buy, why we buy. Relevant theories of consumer
behaviour will be explored and critiqued in order to explain these behaviours.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. assess and dissect the elements of individual (personality, attitudes, perception) factors
and their impact on the consumer decision-making process;
2. evaluate the role of socio-cultural factors in consumer behaviour, including the impact of
families; social classes and culture in the consumer decision-making process;
3. examine the theories and processes of consumer behaviour that are used in
organisational (business-to-business) marketing;
Skills
This module will call for the successful student to:
4. develop a review of literature and compare, contrast and critically analyse consumer
behaviour theories;
5. analyse the research and measurement of consumer behaviour theories in both
qualitative and quantitative research contexts;
6. assess the notion of buyer behaviour to the development of marketing strategies by
companies in various industries;
7. articulate and debate about consumer behaviour issues and applications via online
discussion forum.
Syllabus
? Personality Theories: Self-Concept, Trait Theories, Freudian Theory
? Attitudes (Structural and Functional approaches to attitudes)
? Social-Cultural Factors: Families; Social classes; Culture and Subcultures
? Introduction to organisational buyer behaviour: different buying situations; The Buying
Centre
Learning, Teaching and Assessment Strategies
The module uses a blended delivery approach which typically incorporates online lectures
(covering the week?s key themes and theoretical content), an online discussion forum
(students will be able to interact by debating and discussing issues related to the previous
lecture), seminars (where exercises will be undertaken as well as bringing together the
lecture and online discussion content), as well as physical re-cap lectures which will allow
students to reflect and monitor the effectiveness of their learning. The module?s on-line
environment will contain all lecture slides and any additional learning material required for
this module.
Assessment Scheme
Formative feedback will be given in seminars, bookable individual sessions and online.
Students will be given opportunities for formative feedback through dedicated assessmentfocused seminars, re-cap quizzes, as well as tutor and peer feedback through weekly online
discussions.
Summative assessment consists of two components, selected to ensure students
demonstrate an overall understanding and application of relevant consumer behaviour
concepts and techniques.
The two assessment components are:
i. Individual Report (50%) will involve students applying consumer behaviour theories to
a ?seen? case study (Week 13). This provides an opportunity to assess students? ability to
identify and evaluate concepts and theories that are taught in the module within a specific
context. This will address Learning Outcomes 1, 2, 4, 5, 6 and 7. The coursework task will
be geared towards assessing students? ability to identify and critically analyse relevant
concepts and theories taught in the module within a given context (2,000 words).
ii. Examination (50%). The 2 hour, closed book, examination will consist of questions
covering the whole module syllabus. Questions will be set to assess students' understanding
of the module, as demostrated by their ability to explain, describe, or evaluate relevant
concepts, theories and models. This will address Learning Outcomes 1, 2, 3, 5 and 6. The
examination will take place during the University Examination Period directly after the last
teaching week (Week 24).
Assessment Weighting
Coursework: 50% Examination: 50%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT2280(Published)
Managing the Marketing Funct
30
Aims
This module focuses on the management of the marketing function within the organisation in
order to provide students with critical understanding of the managerial issues, resource
allocations, and organisational structures necessary to achieving successful marketing
outcomes. With respect to managing the marketing function within the organisation, students
will gain theoretical and practical insights into the processes, strategies and evaluative
measures needed to set up and manage a marketing team; the impact of organisational
culture on the market orientation of a firm; how to use project management techniques to set
up and increase the efficiency of a marketing project; and how to measure marketing
outcomes using financial and other measures. Students will also be exposed to key legal,
regulatory and ethical issues in marketing management as they apply to both stakeholder
relationships and marketing decisions.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
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3.
set up and manage the marketing function within the organisation;
set up and manage a marketing project;
explain the barriers to and challenges associated with making an organisation
market oriented;
4.
have knowledge of systems of control and financial management analytical tools,
processes and metrics for evaluating the marketing function;
5.
have knowledge of key laws, regulations and ethical issues affecting marketing
decisions and marketing actions;
Skills
This module will call for the successful student to:
6.
suggest how a marketing function should be organised within a range of
organisation types;
7.
prepare marketing job descriptions and set up and motivate a team to carry out
marketing tasks;
8.
undertake basic project management tasks;
9.
analyse the profitability and value of marketing activities;
10. set up a marketing budget;
11. locate, assess, synthesise and analyse information from multiple sources to arrive at
recommendations and conclusions related to marketing;
12. communicate effectively with a diverse range of audiences and in a variety of
formats used in businesses;
13. develop interpersonal skills, including working effectively in teams.
Syllabus
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The strategic scope and role of marketing within the organisation
How the marketing department/team/function should be structured within a variety of
organisation types and the relationship between the marketing function and other
organisational functions
Selecting, managing, and motivating marketing team members
Project management for marketing
An organisation's financial management process, including the analysis of marketing
costs and profitability, pricing policies and strategies, budgetary control in marketing
How to quantitatively evaluate and prioritise marketing activities to show the financial
return the company receives from marketing programmes
Other common measures of marketing effectiveness and success
The laws and regulations that govern an organisation's marketing strategy not only in
the UK, but also within the EU as well as globally
Consumer Protection
Learning, Teaching and Assessment Strategies
The module will be delivered in four blocks as a series of weekly 1.5 hour lectures and 1
hour seminars/workshops. Each block will be led by a tutor with specific expertise in the
area. Student contribution to class discussion and dynamics will be favoured and positively
evaluated.
Assessment Scheme
The module will have a number of opportunities for formative and summative assessments.
Block One: Setting Up and Managing Marketing Teams (5 weeks)
i. Group Assignment (25%)
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Students will undertake a group project associated with team effectiveness
Block Two: Project Management Basics for Marketing (5 weeks)
ii. Group Assignment (25%)
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Students will undertake a basic project management plan for the set-up and
accomplishment of a marketing project
Block Three: Measurement Marketing Outcomes and Financial Analysis for Marketers
(5 weeks)
iii. Individual - In Class Test (25%)
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At the end of this block, students will have an exam on the budgeting and financial
analysis aspects. This assessment will allow students to demonstrate achievement
of learning outcomes 2, 10 and 11.
Block Four: Legal and Regulatory Issues for Marketers
iv. Individual: In Class Test (25%)
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Students will complete a one hour test on marketing and trade related law issues.
Preparation for the Participation in Seminars
Students will be expected to come to seminars with activities prepared in advance where
required. The tutor will check to see that the student's work is prepared prior to beginning
the session each week. Students who are not prepared will not be accepted into the
seminar.
Formative Assessment Scheme and Summative Feedback Throughout the Academic
Year:
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Pop quizzes to evaluate understanding of basic concepts
Feedback and discussion on in-seminar case studies
Feedback on summative assignments
Assessment Weighting
Coursework and In-Class Tests: 100%
Learning Materials
Required
Meek, H, Meek, R, Palmer, R & Parkinson, L (2009) Managing Marketing Performance
(The Official CIM Coursebook), London: Butterworth-Heinemann
Recommended
Maylor, H (2010) Project Management, 4th Edition, London: Prentice Hall
Farris, PW, Bendle, NT, Pfeifer, PE & Reibstein, DJ (2010) Marketing Metrics: The
Definitive Guide to Measuring Marketing Performance, London: Prentice Hall
Arnold, T (2008) The Marketing Director's Handbook: The Definitive Guide to Superior
Marketing for Business and Boardroom Success, The Marketing Directors Limited
Brenkert, G (2008) Marketing Ethics, London: Wileyblackwell
Shaw, R & Merrick, R (2005) Marketing Payback: Is Your Marketing Profitable? London:
FT/Prentice Hall
Recommended Journals
Journal of Business Ethics
Journal of Strategic Marketing
Journal of Targeting, Measurement and Analysis for Marketing
Sloan Management Review
Recommended Magazines and Newspapers
Marketing Week, www.mad.com.co.uk/mw/Marketing, www.marketing.haynet.com
The Guardian Media Section - Monday, www.guardian.co.uk
The FT, http://news.ft.com.home.uk
The Independent , http://www.independent.co.uk
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT2281(Published)
Managing Marketing
30
Aims
This module focuses on the management of the marketing function within the organisation in
order to provide students with a critical understanding of the managerial issues, resource
allocations, and organisational structures necessary to achieving successful marketing
outcomes. Students will gain theoretical and practical insights into the processes, strategies
and evaluative measures needed to set up and manage a marketing team; the impact of
organisational culture on the market orientation of a firm; how to use project management
techniques to set up and increase the efficiency of a marketing project; and how to measure
marketing outcomes using financial and other measures. Students will also be exposed to
key legal, regulatory and ethical issues in marketing management as they apply to both
stakeholder relationships and marketing decisions.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. apply relevant theory and frameworks to set up and manage the marketing function within
the organisation;
2. apply management knowledge to set up and manage a marketing project;
3. assess the barriers to and challenges associated with making an organisation market
oriented;
4. employ knowledge of systems of control and financial management analytical
tools, processes and metrics for evaluating the marketing function;
5. evaluate the impact of key laws, regulations and ethical issues on marketing decisions
and marketing actions;
Skills
This module will call for the successful student
to:
6. prepare marketing job descriptions and set up and motivate a team to carry out marketing
tasks;
7. analyse the profitability and value of marketing activities and set up a marketing budget;
8. locate, assess, synthesise and analyse information from multiple sources to arrive
at recommendations and conclusions related to marketing;
9. communicate effectively with a diverse range of audiences and in a variety of formats
used in businesses;
10. develop interpersonal skills, including working effectively in teams.
Syllabus
? The strategic scope and role of marketing within the organisation
? How the marketing department/team/function should be structured within a variety of
organisation types and the relationship between the marketing function and other
organisational functions
? Selecting, managing, and motivating marketing team members
? Project management for marketing
? An organisation's financial management process, including the analysis of marketing costs
? How to quantitatively evaluate and prioritise marketing activities
? The laws and regulations that govern an organisation's marketing strategy not only in the
UK, but also within the EU as well as globally
Learning, Teaching and Assessment Strategies
The module will be delivered in four blocks as a series of lectures and seminars/workshops.
Lectures will introduce, review and discuss key concepts and principles and indicate
required reading. The seminars will involve individual and small-group learning activities.
This will enable students enhance their understanding of key management concepts as they
apply in marketing and exchange ideas with peers and seminar tutors. The module?s online
environment will contain all lecture slides and any additional learning material required for
this module.
Assessment Scheme
Formative assessment consists of tutor feedback on seminar contributions, case analysis
and drafts on assessed work. Formative feedback will be provided in seminars and in
bookable individual tutorials.
Summative assessment consists of four components, selected to ensure students
demonstrate an overall understandings of relevant concepts and techniques taught in each
block. The four assessment components are:
Block One: Setting Up and Managing Marketing Teams
i. Group Assignment (25%), students will undertake a 2500-word group project associated
with team effectiveness. Normally due in learning week 7, this assessment will address
Learning Outcomes 1, 3, 6, 9 and 10
Block Two: Project Management Basics for Marketing
ii. Group Assignment (25%), students will undertake a 2,500-word basic project
management plan for the set-up and accomplishment of a marketing project. Normally due in
learning week 12, this assessment will address Learning Outcomes 2, 8, 9 and 10
Block Three: Measurement Marketing Outcomes and Financial Analysis for Marketers
iii. Individual - In Class Test (25%), at the end of this block, students will have an exam on
the budgeting and financial analysis aspects. Normally held in learning week 18, this
assessment will address Learning Outcomes 4 and 7
Block Four: Legal and Regulatory Issues for Marketers
iv. Individual: In Class Test (25%), students will complete a one hour test on marketing and
trade related law issues. Normally held in learning week 23, this assessment will address
Learning Outcome 5
Assessment Weighting
Coursework and In-Class Tests: 100%
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT2290(Published)
Entrepreneurship and Small Bus
30
Aims
This module is designed to foster entrepreneurial talent and encourage and develop
entrepreneurial /small business management skills. Highlighting the diversity of
entrepreneurship in today's dynamic commercial and social environments it challenges
students to think entrepreneurially. It also aims to make them aware of opportunities in the
market place and generate a 'can do' mentality - to empower students and convince them
they can shape their own destinies.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. evaluate entrepreneurship as a process and asses its application underpinning many
businesses and social enterprises;
2. examine the financial environment and compare and contrast formal/ informal venture
funding;
3. evaluate and apply understanding of theories and concepts in developing a successful
entrepreneurial organisation;
4. apply understanding of the entrepreneurial process of innovation and creativity and how to
foster and encourage this in others and themselves;
5. compare and contrast the key challenges and opportunities facing the SME sector.
Skills
The module will call for the successful student to:
6. demonstrate understanding of the factors that are likely to be of importance to an
entrepreneur at the start-up of an enterprise;
7. critically assess the key enabling and constraining factors which impact on a small firm's
growth and development and evaluate the growth potential of a small firm;
8. conduct Market research, interpret and critically analyse information;
9. develop a range of applied business and management skills in a holistic way that can be
applied to help a developing or existing organisation become more entrepreneurial;
10. develop effective entrepreneurial communication skills both orally and in writing.
Syllabus
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Entrepreneurship, Opportunity and Innovation
Diversity of Entrepreneurship; The Family Firm; Social and Civic Entrepreneurship;
Corporate Entrepreneurship
SME Growth, Development and Decline
Enterprise Creation, the Start-up Process and Business Planning
Entrepreneurial Leadership
Small Business Models
Distinctive Small Business Organisation, Management and Development tasks
Finance and Venture Capital
Internationalisation of SMEs
Developing Creativity and Innovation
The E-Entrepreneur and ICT
Entrepreneurial Learning, Marketing and Networking
Learning, Teaching and Assessment Strategies
The module will be delivered by a combination of various learning and teaching methods to
ensure the attainment of learning outcomes of the module. Particularly, this module will be
taught by interactive lectures and seminars (in class and online) supported by relevant
videos or DVDs linked to the various lecture themes. The module?s on-line environment will
contain all lecture slides and any additional learning material required for this module.
Invited entrepreneurial guest speakers will enrich the learning experience giving real insight
into theory and practice of entrepreneurship. Formative assessment and feedback
opportunities will be provided in seminar exercises, activities and case studies each week.
Assessment Scheme
Formative assessment will be provided in weekly seminar classes and bookable individual
sessions.
Summative assessment consists of three components selected to ensure that students
demonstrate understanding and application of relevant concepts taught in class.
The three assessment components are:
i. Literature-based Assignment (Individual) 30% weighting, 2,500 words. This will be
submitted on Week 11 and will address Learning Outcomes 1, 3, 4, 5,7 and 9
ii. Business Plan and Presentation (Small group - 2-4 students): Business Plan Report (30%)
and Presentation (10%), 40% weighting, Report 4,500 words. This will be submitted on
Week 19 and will address Learning Outcomes 2 to 10
iii. Final Examination (2 hours) 30% weighting. Students will be required to answer a range
of questions using several formats, including multiple choice, short answer, and short essay.
This will address Learning Outcomes 2, 3, 4, 6, 7 and 9
Assessment Weighting
Coursework: 70% Examination: 30%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT2346(Published)
Fashion and Luxury Goods Marketing
30
Aims
This module introduces students to the dynamic and fast-moving fashion and luxury goods
industries. Students will be able to apply their existing marketing skills learnt in year 1, whilst
also gaining insights to a more specialised area of marketing. Fashion Marketing is seen as
being unique from other areas of marketing due to the intrinsic-change which is apparent
within industry. Students will be able to apply practical skills and creativity to real-life fashion
industry scenarios.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. assess the concept of fashion: As a system, industry and culture. Levels of quality, price,
types of consumers;
2. evaluate the nature of promotion within fashion - e.g. fashion/lifestyle magazines, fashion
and trade shows and the virtual identities of brands and PR behind them;
3. evaluate the concept of luxury goods - specific components, academic research and how
they are portrayed in marketing;
4. assess the increasing role of technology in creating, promoting and enhancing the brand
experience;
Skills
This module will call for the successful student to:
5. demonstrate research skills in locating, evaluating and synthesising academic and
industry-related data;
6. design and develop promotional material (advertising, packaging) suitable for different
types of fashion brands;
7. create marketing content using industry-specific language: journalistic and feature-writing
skills.
Syllabus
The syllabus for this module integrates theoretical and practical understandings, and covers
the following topics:
• The fashion system defined: breakdown of the industry, fashion sectors, market levels and
cities
• Social and cultural aspects of fashion: segmentation in fashion: style tribes; gender and
cultural representation, the fashion decades
• Fashion marketing: the fashion marketing mix: pricing; industry-specific promotion, retailing,
designs
• Branding of luxury goods: product categories; key characteristics, defining marketing
strategies
Learning, Teaching and Assessment Strategies
Students will engage in a mix of experiential and practical learning activities both in and out
of the classroom. Such activities include lectures and seminar classes (involving practical
work, discussion, case study analysis) as well as visits outside of the classroom to retail
stores, exhibitions and museums. Students will be involved in independent study where they
will be carrying out research in groups with the aim of producing a portfolio of research
findings as well as creative output. The module's on-line environment will contain all lecture
slides and any additional learning material required for this module.
Assessment Scheme
Formative feedback will be provided through dedicated assessment-focused seminars as
well as activities.
Summative assessment consists of two components, selected to ensure students
demonstrate understanding and application of relevant marketing concepts and techniques.
The two assessment components are:
i. Literature Review Based Report (50%, around 2,000 words): Individual assignment which
requires students to carry out academic research on a given topic and conduct a literature
review (week 11). This will address Learning Outcomes 1, 2, 3, and 5.
ii. Live-case project (50%, around 4,000 words): Group assessment which is based around a
real-life case/scenario. Students will be required to conduct background research and
design creative promotional output in the form of (among other things) advertising and
product packaging (week 24). This will address Learning Outcomes 1, 2, 3, 4, 6 and 7.
Assessment Weighting
Coursework: 100%
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3033(Published)
E-Marketing Strategy and Social Media
30
Aims
The module explains the concepts and tools required to build and maintain an effective Emarketing and Social Media Strategy. The module will discuss E-Marketing and Social
media from a strategic perspective as well as focus on specific technologies and tactics.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. critically evaluate the role of e-marketing, including Social Media, in an organisations'
marketing strategy;
2. apply appropriate digital marketing strategy frameworks in formulating an e-marketing
strategy and justify strategic and tactical decisions;
3. compare and contrast different digital marketing technologies and tactics;
Skills
This module will call for the successful student to:
4. formulate an integrated and comprehensive digital marketing plan for an organisation;
5. demonstrate the ability to identify, critically evaluate and make appropriate use of a range
of information from a variety of sources to inform the development of an e-marketing strategy;
6. work effectively and efficiently in teams;
7. write professional business reports;
8. make appropriate use of e-marketing technologies.
Syllabus
• Introduction to e-Marketing
• Core Elements of the Internet Marketing Plan
• Web-site Design: Navigation, Usability and Content
• Measuring Website Effectiveness and Tracking Customers
• Ethical and Legal Issues in e-Marketing
• Online Promotion Methods and the e-marketing Campaign
• Traffic and Brand Building
• Social Media tools and implementation
• On-line Public Relations
Learning, Teaching and Assessment Strategies
The module will be taught by a combination of lectures, seminars and practical labs.
Teaching will be via lectures and e-lectures, discussing the key conceptual and theoretic
ideas in e-marketing. These ideas will be put in practice in the labs and workshops.
Workshops and labs will provide the opportunity for formative assessment and for detailed
discussion of specialised issues and debate of key issues. The module?s on-line
environment will contain all lecture slides and any additional learning material required for
this module.
Assessment Scheme
Formative feedback on in-class tasks and drafts of assessed work will be provided in
bookable individual sessions and group workshop and labs.
Summative assessment consists of three components, selected to ensure students
demonstrate understanding and application of relevant concepts.
The three assessment components are:
i. Development of a social medial tool - YouTube or Blog (30% of the overall grade).Students
will individually develop a blog (wordpress) or a YouTube Channel in order to share
information on a specific area of digital marketing. Each student is required to post two richcontent posts (700 words each maximum) and two substantial comments (300 words) on
another student's blog or video (Week 7). This project work will address Learning Outcomes
3, 5 and 8
ii. Report on the Situation Analysis of an organisation (30% of the overall grade, 4,000
words). In groups, students will be required to select an organisation and conduct an
external and internal analysis from a digital marketing perspective. This would incorporate
the use of online and offline tools to gather information (Week 14). This report will address
Learning Outcomes 2, 3, 5, 7 and 6
iii. Report on the development Digital Marketing Strategies and Tactics (40% of the overall
grade, 3,000 words). Following findings from the situation analysis, each student will work
individually to develop digital Marketing Strategies and Tactics for the organisation of their
choice (Week 24). This report will address Learning Outcomes 1 to 5, 7 and 8
Assessment Weighting
Coursework: 100%
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3110(Published)
Marketing Strategy and Plannin
30
Aims
This module aims at giving students a sound understanding of the ideas and models that are
at the basis of strategic marketing and planning. The understanding is reinforced and applied
in workshops and by analysing case studies, then by tackling a ?real life? extensive project.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. identify and prioritise the issues that must be assessed and evaluated when developing
marketing strategies;
2.
carry out an integrated analysis of the marketing/business environment;
3. deploy the appropriate tools and techniques to identify an organisation's core
competences and to explain strengths and weaknesses;
4.
integrate and apply the analytical tools for an effective strategic analysis;
Skills
This module will call for the successful student to:
5.
find and assess the sources of the key information needed for strategic decision making;
6. select the appropriate strategic tools and approaches for an effective strategic
marketing decision making;
7. make informed decisions under conditions of complexity and uncertainty and where
there may be a range of conflicting opinions about what action is desirable;
8.
think both rigorously and creatively in strategic planning.
Syllabus
Introduction to the theory and practice of marketing strategy
The competitive environment
External analysis
Analysis of organizational capabilities
Use of a SWOT matrix analysis
Evaluation of strategic options
Strategy formulation
Customer value and strategic relationship marketing
International marketing strategy
Strategy implementation and control
Learning, Teaching and Assessment Strategies
This module utilises a learner-centred approach, employing a variety of methods to support
student learning. The module will be delivered by means of lectures and seminars. The
lectures will introduce and discuss key marketing strategy concepts and indicate required
reading. They will deliver background material to enable analysis of the frameworks and
concepts of Marketing Strategy. Lectures are staff led and are supported by PowerPoint
presentations which demonstrate examples of marketing strategies of real businesses. The
module?s on-line environment will contain all lecture slides and any additional learning
material required for the module.
The seminars will involve individual and small-group learning activities. These will enable
students to enhance their understanding of marketing concepts through discussion and
exchange of ideas with peers and a seminar tutor. The module will provide opportunities for
formative feedback both in seminars and bookable individual tutorials.
Assessment Weighting
Coursework: 70% Examination: 30%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3121(Published)
Business Marketing and Key Acc
30
Aims
The module is designed to provide a detailed understanding of the role of the business-tobusiness marketing and key account management functions in contemporary business
organisations. The principal aim of the module is to provide students who may wish to
pursue a career in business-to-business marketing, selling, sales management or key
account management with skills and knowledge that will assist them in their chosen career.
Students will be introduced to a wide range of analytical, managerial and theoretical
techniques and concepts which experts in the field believe to be relevant and useful to
business-to-business marketing and key account managers. They will be encouraged to
evaluate these techniques and concepts critically and to assess how they can be adapted
suitably to the contingencies of tactical and strategic marketing and account management in
business-to-business markets.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. understand what differentiates business markets from consumer markets;
2. understand the major adaptations that need to be made to the marketing mix when
formulating plans for business markets rather than consumer markets;
3. understand how e-marketing techniques are integrated into the B2B marketing mix;
4. understand the underlying reasons for the trend towards a more relational approach, and
away from traditional transactional approaches, in business marketing and selling;
5. understand the circumstances in which "relational" and "transactional" approaches to
organisational buying and selling are likely to be encountered;
6. understand the distinction between sales and key account management;
7. understand the role and main tasks of the sales manager;
8. understand the role and main tasks of the key account manager;
9. understand how ethical dilemmas arise for business-to-business marketers and key
account managers and what bases for ethical decision making are available to them;
Skills
This module will call for the successful student to:
10. write a concise and well-organised business report;
11. use secondary information sources to analyse the market position of a business-tobusiness marketing organisation;
12. work effectively in teams to make data-driven decisions and meet deadlines;
13. assess the likely impact of competitor activity on sales strategy and formulate
appropriate plans;
14. analyse the business of a key account customer in order to identify opportunities for
mutually beneficial relationship development;
15. analyse the ethical, cultural and inter-cultural factors affecting business-to-business
marketing and key account management planning.
Syllabus
The overall rationale for the syllabus is that an appreciation of the nature of business
markets leads to the conclusion that marketing strategies have to be adapted to the
contingencies of specific target industries and markets - there is no 'one right way' to do
business-to-business marketing. A key decision is whether to adopt a more conventional
(marketing-mix based) approach or a more relational (customer based) approach to
marketing planning. This decision will depend upon a careful analysis of the target
market. The syllabus is divided into four components:
(1) business market analysis, leading to a decision about whether a marketing-mix approach
or a customer based approach to planning will be used; (2) development of marketing mix
strategies for business markets; (3) traditional personal selling and sales management; (4)
customer based strategy using key account management.
Analysing Business Markets:
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The nature of business-to-business markets and marketing
Organisational buyer behaviour
Inter-firm relationships and networks
Business-to-business marketing strategy
Market research and segmentation in business-to-business markets
Developing the Marketing Mix in Business Markets:
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Impersonal marketing communications (including online media) in business markets
Managing the product portfolio and new product development
Managing business-to-business distribution channels
Pricing strategy in business markets
Personal Selling and Sales Management:
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The selling and sales management processes
Sales force organisation
Recruiting and managing the sales force
Sales force motivation and rewards
Key Account Management
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Customer relationship management
Customer portfolio analysis
Ethical conside
Learning, Teaching and Assessment Strategies
There will be a weekly lecture series dealing with all of the main concepts and techniques of
business-to-business marketing and key account management. Follow-up readings will be
provided for each lecture, both to the assigned textbooks for this module and to scholarly
journals in the field. Students will also attend weekly seminar classes which will be used for
a variety of activities, including multiple-choice formative tests, case study analysis,
discussions exercises, and, towards the latter stages of the module, participation in a sales
management simulation game.
Assessment Scheme
The assessment is broken down as follows:
Coursework Project 1 - Live Case Project (25%).
Each student will be allocated a major B2B marketing organisation as their assigned 'live
case'. During the early weeks of the module students will gather a portfolio of data from
secondary sources about their live case company. Each student will then prepare a 'live
case project' (between 2,500 and 3,500 words) in which they apply the ideas from businessto-business marketing (marketing analysis, organisational buying behaviour, B2B
segmentation, customer analysis and so on) to the live case in order to identify the key
marketing challenges facing the company. This project allows students to demonstrate the
extent to which they have attained learning outcomes 1-5, 10, 11 and 14.
Coursework Project 2 - Sales Management Simulation Game Report (25%) The sales
management simulation game is a team activity, but for assessment purposes each student
will write an individual report of approximately 2,500 words. In the report on the game, a
student will discuss the learning achieved during the game (and how this compares to the
learning achieved from the lecture series and supporting reading), reflect on the team
process involved in playing the game, discuss the strategies that their team pursued during
the game and the degree of success achieved, and consider what alternative strategies
might have been superior. This project allows students to demonstrate the extent to which
they have attained learning outcomes 6, 7, 8, 10, 12, 13.
Examination (50%): Two hours unseen, closed-book examination. Students to choose two
questions from a choice of four. Each question is worth 25% of the assessment for the
module. The exam will allow students to demonstrate the extent to which they have attained
learning outcomes 9, 15 and to further demonstrate their attainment of selected other
knowledge outcomes.
Assessment Weighting
Coursework: 50%
Examination: 50%
Exam Duration
Examination, 2 hours
Learning Materials
Required
Brennan, R, Canning, L, and McDowell, R, (2010), Business to Business Marketing,
2nd Edition, London: Sage
Donaldson, B, (2007), Sales Management, Basingstoke: Palgrave MacMillan
Recommended
Anderson, E, Chu, W, and Weitz, B, (1987), Industrial Purchasing: An Empirical Exploration
of the Buyclass Framework, Journal of Marketing, 51 (July), 71-86
Baddar Al-Husan, F, and Brennan, R, (2009), Key Account Management in an Emerging
Economy: A Case Study Approach, Journal of Business and Industrial Marketing, 24(8):611620
Blythe, J, (2010), Trade Fairs as Communication: A New Model, Journal of Business and
Industrial Marketing, 25(1), 57-62
Campbell, N, and Cunningham, M, (1983), Customer Analysis for Strategy Development in
Industrial Markets, Strategic Management Journal 4, 369-380
Fern, EF, and Brown, JR, (1984), The Industrial/Consumer Marketing Dichotomy: A Case of
Insufficient Justification, Journal of Marketing, 48, Spring (68-77)
Ford, D, and Hakansson, H, (2006), IMP-Some Things Achieved: Much More to do,
European Journal of Marketing, 40(3/4), 248-258
Kempeners, MA, and Hart, HW.v.d., (1999), Designing Account Management Organisations,
Journal of Business and Industrial Marketing, 14(4), 310-327
Lambe, CJ, and Spekman, RE, (1997), National Account Management: Large Account
Selling or Buyer-Supplier Alliance?, Journal of Personal Selling and Sales Management,
XV11(4), 61-74
Piercy, N, and Lane, N, (2006), The Hidden Risks in Strategic Account Management
Strategy, Journal of Business Strategy, 27(1), 18-26
Spencer, R, (1999), Key Accounts: Effectively Managing Strategic Complexity, Journal of
Business and Industrial Marketing, 14(4), 291-309
Wilson, RD, (2010), Using Clickstream data to Enhance Business-to-Business Web Site
Performance, Journal of Business and Industrial Marketing, 25(3), 177-187
Journals
European Journal of Marketing
Journal of Business and Industrial Marketing
Journal of Business Strategy
Journal of Marketing
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3123(Published)
Public Relations
30
Aims
This module aims to develop detailed understanding of public relations theory and practice.
The module uses practical tasks and professional simulations to enable students to engage
critically with public relations research techniques, planning, implementation and evaluation.
The module will also enhance students' ability to plan, deliver and evaluate public relations
materials based on a given brief.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. describe theories underpinning public relations and the organisational and professional
contexts in which practitioners operate;
2. apply understanding of different forms of public relations activity to the information needs
of a range of internal and external publics;
3. explain differences between reactive and proactive public relations activity;
4. critically evaluate the relation between public relations and cognate fields including
marketing, advertising, management strategy, and corporate social responsibility;
Skills
This module will call for the successful student to:
6. exercise significant judgement in evaluating public relations campaigns on the basis of
their goals and methods, suitability of chosen communication channels and formats, likely
effectiveness, and relevant social effects;
7. select and integrate appropriate content, medium and style of presentation in creating
press/media releases aimed at professional and consumer audiences and related to different
business sectors;
8. work successfully, both individually and as part of a team, to create a public
relations event or campaign to a given brief:
9. prepare, apply and justify a communication strategy, showing an understanding of legal
and regulatory constraints under which public relations operates.
Syllabus
The syllabus for this module integrates theoretical and practical understandings, and covers
the following topics:
Understanding Public Relations as a Profession
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History, growth and perception of public relations as an industry
Public relations specialisms, including employee communications, community
relations, public affairs, lobbying, and public relations in non-profit organisations
Law, professionalism and ethics
Key concepts in Public Relations
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The value of reputation: image, and corporate social responsibility (CSR)
Public relations theory, including achieving and assessing impact; differences
between PR, advertising and propaganda
Media channels, audiences, values and agendas
Differences between crisis management and issues management
Strategy and Techniques in Public Relations
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Public relations research techniques, related both to public opinion and current
organisational communications
Planning, pitching and campaign management
Techniques for creating and editing copy, including press/media releases
Changing Environment of Public Relations
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Challenges presented by future trends, including globalisation; intercultural and
international public relations; developments in new media
Learning, Teaching and Assessment Strategies
This module employs a learner-centred approach based on directed reading and resourcebased learning combined with a three-hour weekly block used for presentation (lectures
supported by slides and related material posted on UniHub) and discussion (typically in the
form of task-based workshops). Active participation in individual and group tasks during
seminars is required. Formative assessment throughout the module is given based on draft
material produced before submission deadlines, and opportunities are provided for individual
and group tutorial feedback.
Assessment Scheme
Formative feedback on in-class tasks is provided in bookable individual and group tutorials.
On-line and email feedback is also given on professional simulation activities and drafts of
written work (both on assessed written work and on non-assessed, self-development tasks).
Summative assessment consists of three components, selected to ensure students
demonstrate an overall understanding of relevant concepts and techniques as well as the
ability to apply and critique them in appropriate contexts.
The three assessment components are:
i. Performance in Coursework project 1 - a combined group and individual coursework
task (30% of overall grade)
Each student is assigned to a group tasked to develop collectively, and then reflect
individually on, a public relations campaign pitch to an organisation chosen by the group
(with tutorial guidance). The pitch must be based on an analysis of 'reputation and image',
typically in the form of a SWOT plus communication and opinion audits, and must outline an
overall strategy linked to a number of specified key messages. Of the overall 30% of the
module grade awarded for this task, 20% is individual (10% for contribution to presentation;
10% for reflective account); 10% is a collective 'group grade', awarded to each member of a
group for the co-written group report. This project allows students to demonstrate the extent
to which they have attained learning outcomes 2, 6 and 8.
ii. Performance in Coursework project 2 - individually planned and delivered public relations
communication (30% of overall grade)
Each student submits an individually-written strategy outline based on a given public
relations scenario; the student then makes a spoken public/media presentation based on
that scenario, implementing the strategy they have devised; finally, each student writes an
assessed press release related to a further development of the situation created in the same
scenario. Both the press release and the simulated public announcement must use
appropriate informative and persuasive techniques, and must be in a suitable professional
style. Of the overall 30% of the module grade awarded for this task, 10% is awarded for the
strategy; 10% for the spoken presentation; and 10% for the press release. This project
allows students to demonstrate the extent to which they have attained learning outcomes 4,
7 and 9.
iii. Performance in the Examination (40% of overall grade)
Two hours unseen examination. Students will answer all three questions. Of the overall 40%
of the module grade awarded on the basis of the examination, question one is worth 20%;
question two is worth 30%; question three is worth 50%. Question one requires short
definitions and exemplification of public relations concepts. Question two requires more
extended discussion and illustration of a given public relations concept, technique or
issue. Question three requires analysis and recommendations based on a prescribed public
relations scenario. The exam will allows students to demonstrate the extent to which they
have achieved learning outcomes 1, 3, 5 and 9.
Assessment Weighting
Coursework: 60% (30% + 30%) Exam: 40% In order to pass the module, students must gain
an overall pass grade (i.e. 40%+). Students must complete but are not required to gain a
pass grade
Exam Duration
Examination, 2 hours
Learning Materials
Required
Tench, R, & Yeomans, E, (2009), Exploring Public Relations, 2nd Edition, London:
FT/Prentice Hall
Theaker, A, (2008), The Public Relations Handbook, 3rd Edition, London: Routledge
A weekly breakdown of syllabus content is provided in the Module Handbook linking material
engaged with each week to relevant chapters/units of each of these two books. Tench and
Yeomans provides a comprehensive and well-illustrated primary resource for all topics
covered in the module.
Recommended Readings:
A detailed reading list of important literature, including relevant research studies from
scholarly journals, will be provided in the Module Handbook and in weekly class/VLE handouts. The following works are highly recommended as course materials, to be consulted
either at points stated in materials for a particular week or as background throughout the
module.
Dahlen, M., Lange, F., and Smith, T. (2010), Marketing Communications: A Brand Narrative
Approach, London: Wiley.
Edwards, M. (2004), Civil Society, Oxford: Polity.
Foster, J. (2008), Effective Writing Skills for Public Relations, CIPR 'PR in Practice' series,
4th Edition, London: Kogan Page
Griffin, A. (2009), Reputation Management: Gaining Control of Issues, Crises and Corporate
Social Responsibility. CIPR 'PR in Practice' series, London: Kogan Page
L'Etang, J. (2004), Public Relations in Britain: A History of Professional Practice in the 20th
Century, New York: Lawrence Erlbaum/Routledge
Moloney, K. (2006) Rethinking Public Relations, London: Routledge
Moss, D. and Powell, M. (2010), Public Relations Cases: International Perspectives. 2nd
Edition, London: Routledge
Phillips, D. and Young, P. (2009), Online Public Relations: A Practical Guide to Developing
and Online Strategy in the World of Social Media. CIPR 'PR in Practice' series, 2nd Edition,
London: Kogan Page
Students are also encouraged to consult studies on topics related to lecture topics, as
directed, and to follow up their own selected case studies in media coverage and in the
following journals:
Journal of Public Relations Research
Public Relations Quarterly
Public Relations Review
Attention is also drawn to the website of the Chartered Institute of Public Relations (CIPR):
http://www.cipr.co.uk/
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3125(Published)
Services Marketing Management
30
Aims
This module aims to offer in-depth exploration of services marketing management,
emphasising those concepts, practices and techniques that are pertinent to service.
Students will synthesise and apply previous study of management and marketing concepts
and techniques and relate business theory to practice through the use of specialised servicesector case studies.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. critically evaluate the characteristics and challenges of the service sector;
2. critically evaluate the purpose, application and limitations of a range of services marketing
concepts, theories and techniques;
Skills
This module will call for the successful student to:
3. prepare an analytical framework for a set problem;
4. select and use an organisation as an analytical framework to analyse services marketing
management theories;
5. present competent, cohesive, and focused answers to management problems.
Syllabus
Since many students are likely to work in the service sector, the syllabus is organised to be
not only a comprehensive critical account of the service sector but also to inspire and
possibly shape their future careers. Topics covered include:



Planning the prerequisites for successful service: the concept (customer benefits and
sacrifice matched by product attributes, service characteristics and the service
marketing mix), the system (technology, facilities, human resources and
organizational control) and the process (the series of transformational steps);
Marketing management in a service context: marketing strategies for service firms;
customer focus; service quality; relationship building; empowerment; cross-functional
working; performance measurement; continuous improvement;
Techniques for service marketing management: quality gap analysis; yield
management; process analysis; site selection; layout planning.
Learning, Teaching and Assessment Strategies
Formal lectures incorporating an interactive element introduce the key elements of the
syllabus; provide relevant context, and signpost reading materials. Lectures are supported
by PowerPoint presentations. Seminars will provide the forum for group-based case analysis
and problem solving. This module aims to gradually develop student's ability to critically
analyse business cases, emphasising the structured application of theoretical models for
problem analysis. Regular case analysis and feedback is used to provide formative
assessment of students; progress in both understanding theory and developing cognitive
skills. The module?s on-line environment will contain all lecture slides and any additional
learning material required for this module. Independent learning will be emphasised, based
around materials included in the module?s on-line environment.
Assessment Scheme
Formative assessment consists of tutor feedback on seminar contributions and regular case
analysis.Assignments 1 and 2 have the same format, allowing students to apply and benefit
from feedback.
Summative assessment consists of three components, selected in order to ensure students
demonstrate an overall understanding of relevant concepts and techniques as well as the
ability to apply and critique them in appropriate contexts.
The three assessment components are:
i. Individual assignment 1 (15%, week 9 - 2,000 words): evaluating the purpose, applications
and limitations of a range of service marketing management concepts, theories and
techniques. This will address Learning Outcomes 1 and 2.
ii. Individual assignment 2 (35%, week 16 - 2,500 words): evaluating the purpose,
applications and limitations of a further range of service marketing management concepts,
theories and techniques in the context of a service organisation selected by the student. This
will address Learning Outcomes 1 and 2
iii. Individual assignment 3 (50%, week 25 - 3,000 words): a case study based report,
demonstrating the ability to identify problems and apply learning to improve performance of
service marketing management. This will address Learning Outcomes 1 to 5.
Individual assignment 3 must be passed with a minimum mark of 30%.
Assessment Weighting
Coursework: 100%
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module
Code
Module Title
Credit
MKT3128(Published)
Public Relations and Corporate Reputation
Management
30
Aims
This module aims to develop detailed understanding of public relations theory and practice
and its role in influencing corporate reputation. The module uses practical tasks and
professional simulations to enable students to engage critically with public relations planning,
implementation and evaluation.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. evaluate theories underpinning public relations and the organisational and professional
contexts in which practitioners operate;
2. apply understanding of different forms of public relations activity to the information needs
of a range of internal and external publics;
3. compare and contrast reactive and proactive public relations activity;
4. critically evaluate the relation between public relations and cognate fields including
marketing, advertising, management strategy, and corporate social responsibility;
Skills
This module will call for the successful student to:
5. exercise significant judgement in evaluating public relations campaigns on the basis of
their goals and methods, suitability of chosen communication channels and formats, likely
effectiveness, and relevant social effects;
6. select and integrate appropriate content, medium and style of presentation in creating
press/media releases aimed at professional and consumer audiences and related to different
business sectors;
7. work successfully, both individually and as part of a team, to create a public relations
event or campaign to a given brief;
8. prepare, apply and justify a communication strategy, showing an understanding of legal
and regulatory constraints under which public relations operates.
Syllabus
The syllabus for this module integrates theoretical and practical understandings, and covers
the following topics:







History, growth and perception of public relations as an industry
Public relations specialisms, including employee communications, community
relations, public affairs, lobbying, and public relations in non-profit organisations
The value of reputation: image, and corporate social responsibility (CSR)
Media channels, audiences, values and agendas
Crisis management and issues management
Planning, pitching and campaign management
Techniques for creating and editing copy, including press/media releases
Learning, Teaching and Assessment Strategies
This module employs a learner-centred approach based on directed reading and resource
based learning combined with blocks used for presentation (lectures supported by slides and
related material) and discussion (typically in the form of task-based workshops). The
module?s learning environment will contain all lecture slides and any additional learning
material required for this module. Active participation in individual and group tasks during
seminars is required. Formative assessment throughout the module is given based on draft
material produced before submission deadlines.
Assessment Scheme
Formative feedback on in-class tasks is provided during seminars. Formative feedback is
also given on professional simulation activities and drafts of written work.
Summative assessment consists of three components, selected to ensure students
demonstrate an overall understanding of relevant concepts and techniques as well as the
ability to apply and critique them in appropriate contexts.
The three assessment components are:
i. Performance in Coursework project 1 - a combined group and individual coursework task
(30% of overall grade (around Week 12).Each student is assigned to a group tasked to
develop collectively, and then reflect individually on a public relations campaign pitch to an
organisation chosen by the group. Of the overall 30% of the module grade for this task, 20%
is individual (10% for contribution to presentation; 10% for reflective account - 1,000 words
approximately); 10% is a collective 'group grade', awarded for the co-written group report
(5,000 approximately). This project will address Learning Outcomes 2, 6 and 8
ii. Performance in Coursework project 2 - individually planned and delivered public relations
communication (30% of overall grade). Each student has to write a Press Release (600
words approximately) dealing with a prescribed PR scenario (Week 14). In response to a
follow-up situation that arises after the press release has gone out, each student is then
required to write a concise summary outlining a plan to handle the situation (Week 15, 500
words approximately). Finally, each student is required to deliver a presentation to the rest of
the class that reflects the plan they have devised (Week 15). Of the overall 30% of the
module grade awarded for this task, 10% is awarded for the strategy; 10% for the spoken
presentation; and 10% for the press release. This project will address Learning Outcomes 4,
7 and 9.
iii. Performance in the Examination (40% of overall grade). Two hours unseen examination.
The exam will address Learning Outcomes 1, 3, 5 and 9
Assessment Weighting
Coursework: 60% Examination: 40%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3130(Published)
International Marketing
30
Aims
This module puts marketing into the global context and shows the importance of
international marketing in the era of globalisation. The module assists students to gain sound
knowledge of international marketing and provides them with a thorough understanding of
the nature of the international market place. Students will develop international marketing
decision-making skills and know-how that will assist them in pursuing a career in
international marketing or business.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1.
apply issues related to principles and practices of marketing to the international domain;
2.
assess the contributions international marketing makes to global and local organisations;
3. critically evaluate relevant concepts, strategies and business models that are key
to international marketers;
4. demonstrate how the constraints, risks and governance involved in international
marketing affect marketing strategy;
Skills
The module will call for the successful student to:
5.
critically analyse key concepts and generate appropriate recommendations;
6.
apply and test key international marketing concepts in diverse situations;
7.
communicate effectively both orally and in writing;
8.
work effectively in teams.
Syllabus
- Definition and scope of international marketing
- Examination of the drivers of globalisation and international marketing
- The political, economic, social, cultural and technological factors shaping the international
business environment and their impact on international marketing strategies and activities
- International marketing mix decisions
- Assessing international marketing opportunities
- Developing appropriate market entry strategies
- International Branding Strategies
- Export and Import considerations
- Ethical and governance issues in international marketing
Learning, Teaching and Assessment Strategies
The module will be delivered by a means of lecture series which will provide the students
with an understanding of the main concepts and practices of international marketing. The
seminars will involve individual and small-group learning activities. These will enable
students to engage in individual and group practical work leading to the submission of
assessed work and practice individual and group communication skills (both oral and written).
The module will provide opportunities for formative assessment. Students will complete
multiple choice tests using the myUniHub system, in order to help them determine their level
of understanding of core marketing concepts and terms. The module?s on-line environment
will contain all lecture slides and any additional learning material required for this module.
Assessment Scheme
Formative feedback - there will be one formative assessment prior to the coursework and
one post coursework session to discuss the issues arising from the coursework undertaken.
The formative assessment will be in the form of organised group presentations (in seminars)
on pre-determined topics. This will seek to ensure the grounding of knowledge and test the
ability to analyse and critique and help develop skills and enable the learning outcomes 1-9.
Feedback on formative assessment will be given in the seminar classes. Additionally,
feedback provided in weekly seminars on exercises and case studies will also prepare the
students formatively.
Summative assessment - the module will be summatively assessed by a mix of coursework
and examination. Summative assessment consists of three components designed to ensure
students demonstrate understanding and application of relevant concepts and theories.
The three assessment components are:
i. An individually written analysis of a given case study (45%) (3,000 words) (week 16). This
will address Learning Outcomes 3, 5 and 7
ii. A group presentation (15%) based on a company entering an international market and
factors concerning marketing and theoretical implications (week 21). This will address
Learning Outcomes 3 and 5 to 8
iii. An unseen two hour examination (40%) will address Learning Outcomes 1-5 and 7.
Assessment Weighting
Coursework: 60% Examination: 40%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3132(Published)
International Marketing
30
Aims
This module provides students with a thorough understanding of the nature of the
international market place and the complex and challenging forces that shape the current
international business environment and highlights future trends. Students will learn how to
critically assess the implications of such forces and trends for marketing strategy and
decision making when organisations operate across borders. They will also develop
international marketing decision-making skills and know-how that will assist them in pursuing
a career in international marketing or business.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. apply issues related to principles and practices of marketing to the international domain;
2. assess the contributions international marketing makes to global and local organisations;
3. critically evaluate relevant concepts, strategies and business models that are key
to international marketers;
4. demonstrate how the constraints, risks and governance involved in international
marketing affect marketing strategy;
Skills
The module will call for the successful student to:
5.
6.
7.
8.
critically analyse key concepts and generate appropriate recommendations;
apply and test key international marketing concepts in diverse situations;
communicate effectively both orally and in writing;
work effectively in teams.
Syllabus
? Definition and scope of international marketing
? Examination of the drivers of globalisation and international marketing
? The political, economic, social, cultural and technological factors shaping the international
business environment and their impact on international marketing strategies and activities
? International marketing mix decisions
? Assessing international marketing opportunities
? Developing appropriate market entry strategies
? International Branding Strategies
? Export and Import considerations
? Ethical and governance issues in international marketing
Learning, Teaching and Assessment Strategies
The module will be delivered by a means of lecture series which will provide the students
with an understanding of the main concepts and practices of international marketing. The
seminars will involve individual and small-group learning activities. These will enable
students to engage in individual and group practical work leading to the submission of
assessed work and practice individual and group communication skills (both oral and written).
The module will provide opportunities for formative assessment. Students will complete
multiple choice tests using the myUniHub system, in order to help them determine their level
of understanding of core marketing concepts and terms. The module?s on-line environment
will contain all lecture slides and any additional learning material required for this module.
Assessment Scheme
Formative feedback - there will be one formative assessment prior to the coursework and
one post coursework session to discuss the issues arising from the coursework undertaken.
The formative assessment will be in the form of organised group presentations (in seminars)
on pre-determined topics. This will seek to ensure the grounding of knowledge and test the
ability to analyse and critique and help develop skills and enable the learning outcomes 1-9.
Feedback on formative assessment will be given in the seminar classes. Additionally,
feedback provided in weekly seminars on exercises and case studies will also prepare the
students formatively.
Summative assessment - the module will be summatively assessed by a mix of coursework
and examination. Summative assessment consists of three components designed to ensure
students demonstrate understanding and application of relevant concepts and theories.
The three assessment components are:
i. An individually written analysis of a given case study (45%) (3,000 words) (week 16). This
will address Learning Outcomes 3, 5 and 7
ii. A group presentation (15%) based on a company entering an international market and
factors concerning marketing and theoretical implications (week 21). This will address
Learning Outcomes 3, 5, 6, 7 and 8
iii. An unseen two hour examination (40%) will cover Learning Outcomes 1-5 and 7
Assessment Weighting
Coursework: 60% Examination: 40%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3151(Published)
Creative Advertising & Promoti
30
Aims
This module aims to develop the students' knowledge of the theory and practice of
advertising and promotion. Students learn how to use both broad communication theory and
specific promotion-related theory to inform and develop advertising and promotion
programmes. They learn how these promotional activities fit within and contribute to overall
marketing strategies and objectives while learning to develop, implement and evaluate
advertising and promotion campaigns.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. evaluate the role of advertising and promotion in the marketing mix, the communications
mix and society;
2. examine the structure of the advertising and promotion industry and the relationships
between the advertiser/promoter, specialist agencies, suppliers (e.g. research, production)
and media owners;
3. recommend and justify appropriate promotional objectives, strategies and budgets and
formulate potentially effective strategies for creative and media execution;
4. critically evaluate methods to measure the effectiveness of advertising and promotion;
5. assess the challenges faced by advertising and promotion managers from increasing
globalisation, fragmentation of media audiences, emergence of new hybrid media forms and
criticisms of advertising/promotion activity within the wider marketing environment, including
issues of ethics and social responsibility;
Skills
This module will call for the successful student to:
6. critique existing advertising/promotion activity in terms of clarity of communication,
potential effectiveness, legal, ethical and societal issues;
7. make recommendations regarding the relative strengths and weaknesses of advertising
and promotion choices, and their potential impact on brand image and equity, within a wider
marketing communication framework across a diverse range of communication situations;
8. create, communicate, implement, monitor and evaluate an advertising campaign and/or a
promotional programme;
9. select an appropriate content, medium and style of presentation for a range of academic,
professional and consumer audiences, including the development of communication, interpersonal and creative skills.
Syllabus
- Study of advertising and promotion from an integrated marketing communications
perspective
- Developing promotional objectives, strategies and tactics
- Evaluating creative and media strategies and tactics
- Assessing overall promotional effectiveness (metrics)
- Study of other communications tools such as PR, viral promotions, signage and point-ofpurchase communications
Learning, Teaching and Assessment Strategies
This is a team-taught module, involving contributions from highly knowledgeable staff within
the Business School. The module involves lectures, seminars and formative online activities,
and relies extensively upon the Middlesex University online learning environment. Lectures
are supported by audio-visual material where appropriate. Student learning is also supported
with structured, independent study; formative assessment opportunities are provided during
seminar activities along with supporting exercises and through feedback on draft
assignments. The module's on-line environment will contain all lecture slides and any
additional learning material required for this module.
Assessment Scheme
Formative feedback on in-class activities and draft assignments will be provided in seminars
and bookable individual tutorials.
Summative assessment consists of three components, selected to ensure students
demonstrate understanding and application of relevant concepts and techniques.
The three assessment components are:
i. A group verbal advertising/promotion pitch prepared for the benefit of a prospective client.
Normally taking place in learning weeks 12 & 13, this opportunity allows small student teams
to demonstrate the extent to which they have attained Learning Outcomes 7 to 9 (30% of
overall grade)
ii. A formally written advertising/promotion campaign (3,000 words) usually based on the
group verbal pitch (above). This detailed individual report is normally due in learning week
21 and it addresses Learning Outcomes 7 to 9 (40% of overall grade)
iii. A two-hour unseen examination following the delivery of the module's essential academic
principles; this will address Learning Outcomes 1 to 6 (30% of the overall grade)
Assessment Weighting
Coursework: 70% Examination: 30%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3190(Published)
Direct and Customer Relationsh
30
Aims
This module examines strategies, tools and techniques that are used to help organisations
acquire, meet the needs of and retain their customers. Students will explore the theory and
processes of relationship marketing - a body of research and practice that seeks to enhance
organisational profitability and success through better understanding of customers and an
improved customer experience. Students will acquire knowledge of and skill in using
relationship marketing techniques including direct and database marketing, service quality
measurement and technologies that source, classify, interact with, and learn from/about
customers.
Learning Outcomes
Knowledge
On completion of this module, the successful student will be able to:
1. have an understanding of theories underpinning Relationship Marketing and
Customer Relationship Management (CRM);
2. principles and tools to identify and retain profitable customers and customer
segments;
3. how to identify service gaps in an organisation and what tools/techniques are
available to improve the customer service experience;
4. how stronger supplier, stakeholder and internal partnerships can contribute to
customer relationship marketing;
5. the role of digital technologies in creating successful organisation-customer
relationships;
Skills
This module will call for the successful student to:
6.
be able to critique existing marketing activity in an organisation in terms of effective
customer acquisition, retention and loyalty;
7. apply marketing research and consumer behaviour theory and practice to
understanding and segmenting customers, and in measuring customer satisfaction
and profitability;
8. develop strategies to build partnerships with core customers, suppliers, internal and
external stakeholders;
9. use technology to achieve relationship marketing goals and objectives;
10. evaluate and measure the outcomes of relational approaches to marketing using
both qualitative and quantitative methods;
11. apply ethical principles and legal guidelines to the creation and implementation of a
CRM campaign.
Syllabus

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Relationship Marketing and Customer Relationship Management theory
Conducting an audit of an organisation's relationships and partnerships
Developing the organisation's structure, processes, internal and external
relationships to improve profitability
Customer acquisition tools and methods
Effective market segmentation and target marketing for CRM
Direct Marketing: Planning, testing, implementation and statistical approaches
Digital marketing used to acquire, interact with, understand and better meet the
needs of customers
Customer retention, profitability and long term value
Identifying service gaps and improving the customer experience
Implementing a CRM programme
Learning, Teaching and Assessment Strategies
The module will be delivered by means of 1-hour lectures and 1-hour seminars or
workshops. The lectures will discuss key CRM concepts and principles, and indicate
required reading. The seminars and workshops will involve individual and small-group
learning activities. These will enable students to enhance their understanding of CRM
concepts through discussion and exchange of ideas with peers and a seminar tutor; and to
engage in group practical work.
Assessment Scheme
The module will be assessed by group coursework and examination. Assessment of
learning outcomes 1-5 and 6-11 will be based on the submission of group-based written
assignments. The final exam will be a 2-hour closed book exam that will provide
opportunities for students to demonstrate their achievement of the knowledge based learning
outcomes. In order to complete this module successfully, students will be required to
achieve an overall pass grade on the combined scores for the group assignment and the
final exam.
Assessment Weighting
Group Coursework: 50% Examination (2 Hours): 50%
Exam Duration
Examination, 2 hours
Learning Materials
Students will be guided in academic literature searches but will be expected to take
responsibility for the compilation of their own sets of reading material.
Required
Tapp, A, (2008), Principles of Direct and Database Marketing: A Digital Orientation,
FT/Prentice Hall
Egan, J, (2008), Relationship Marketing, 3rd Edition, FT/Prentice Hall
Recommended
Godson, M, (2009), Relationship Marketing, Oxford
Spiller, L, and Baier, M, (2009) Contemporary Direct & Interactive Marketing, 2nd Edition,
Pearson
Buttle, F, (2008), Customer Relationship Management: Concepts and Technologies,
Amsterdam: Elsevier
Kumar, V, and Reinartz, W, (2006), Customer Relationship Management: A Data-Based
Approach, Hoboken, NJ: John Wiley & Sons
Gummesson, E, (2008), Total Relationship Marketing, Oxford: Butterworth-Heinemann
Payne, A, (2006), Handbook of CRM: Achieving Excellence in Customer Management,
Oxford: Butterworth-Heinemann
Peelen, E, (2005), Customer Relationship Management, London: Prentice Hall
Journals and other Resources:
Journal of Integrated Marketing
Journal of Communication Management
Journal of Integrated Marketing Communications
Journal of Marketing Management
Total Notional Learning Hours
300
Module Code
MKT3193
Module Title
Direct & Customer Relationship Mkt
Credit
30
Aims
This module aims to present a view of the importance to firms of profitably managing
customer relationships in order to succeed in a competitive environment. In particular, the
module will focus on the development and implementation of relationship marketing
strategies that enhance organisational profitability and success.
Learning Outcomes
Knowledge
At the end of the module the successful student will be able to:
1. demonstrate application of theories underpinning Relationship Marketing and Customer
Relationship Management (CRM);
2. critically evaluate principles and tools used to identify and retain profitable customers and
customer segments;
3. assess how stronger supplier, stakeholder and internal partnerships can contribute to
customer relationship marketing;
4. review and rationalise the role of digital technologies in creating successful organisationcustomer relationships;
5. apply relevant theory to develop direct marketing objectives and direct marketing
strategies;
6. evaluate what constitutes creative practice in direct marketing;
Skills
This module will call for the successful student to:
7. critique existing marketing activity in an organisation in terms of effective customer
acquisition, retention and loyalty;
8. develop strategies to build relationships with customers;
9. use technology to achieve relationship marketing goals and objectives;
10. evaluate and measure the outcomes of relational approaches to marketing.
Syllabus





Relationship Marketing and Customer Relationship Management theory
Conducting an audit of an organisation's relationships and partnerships
Developing the organisation's structure, processes, internal and external relationships
to improve profitability
Customer acquisition tools and methods
Effective market segmentation and target marketing for CRM
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Direct Marketing: Planning, testing, implementation and statistical approaches
Digital marketing used to acquire, interact with, understand and better meet the needs
of customers
Customer retention, profitability and long term value
Implementing a CRM programme.
Learning, Teaching and Assessment Strategies
The module will be delivered by means lectures and seminars. The lectures will discuss key
relationship marketing concepts and principles, and indicate required reading. The seminars
will involve individual and small-group learning activities. These will enable students to
enhance their understanding of relationship marketing concepts through discussion and
exchange of ideas with peers and a seminar tutor; and to engage in individual and group
practical work. The module’s on-line environment will contain all lecture slides and any
additional learning material required for this module.
Assessment Scheme
Formative feedback and early assignment-specific guidance will be provided in the seminars
to tell students how well they are doing and what might need improving.
Summative assessment consists of two components designed in order to ensure students
demonstrate an overall understanding of relevant concepts and techniques as well as the
ability to apply and critique them in appropriate contexts.
The two assessment components are:
i. Unseen essay-based exam (50%). The exam will cover all topics and will address Learning
Outcomes 1 to 6. The final exam will be a 2-hour closed book exam that will provide
opportunities for students to demonstrate their achievement of the knowledge based learning
outcomes
ii. Group coursework (50%): students are required to submit a written report (3000 words).
The task is to plan a comprehensive and detailed direct marketing campaign for a chosen
company (Week 21). This will address Learning Outcomes 7 to 10
Assessment Weighting
Coursework: 50% Examination: 50%
Exam Duration
Examination, 2 hours
Learning Materials
Essential
Egan, J, (2011), Relationship Marketing, 4th Edition, FT/Prentice Hall
Tapp, A, (2008), Principles of Direct and Database Marketing: A Digital Orientation, 4th
Edition, FT/Prentice Hall
Recommended
Buttle, F, (2008), Customer Relationship Management: Concepts and Technologies,
Amsterdam: Elsevier.
Godson, M, (2009), Relationship Marketing, Oxford University Press.
Gummesson, E, (2008), Total Relationship Marketing, Oxford: Butterworth-Heinemann
Kumar, V, and Reinartz, W, (2006), Customer Relationship Management: A Databased
Approach, Leyh Publishing Services.
For additional and further reading, please see the Module Handbook and/or on-line reading
list.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
MKT3322(Published)
Marketing for Financial Servic
30
Aims
The module explores the impact of national and international regulatory and market
experiences that impact financial services marketing. Drawing on the theoretical frameworks
and practical applications of both marketing and the business of financial services, the
module enables the student to identify, critically evaluate and apply relevant knowledge and
derive viable solutions to complex real life situations that currently impact the marketing of
financial services. Students will be introduced to a wide range of analytical, managerial and
theoretical techniques and concepts which experts in the field believe to be relevant and
useful for financial services marketing. They will also be introduced to new developments in
the field including issues surrounding the ethics, professional practice and industry
standards that affect financial marketing. Students will be encouraged to evaluate critically
the techniques, concepts and applicability to national and international financial services
contexts.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1.
2.
3.
4.
5.
6.
display a systematic understanding and critical knowledge of the business of
financial services and the marketing function in general and specifically to the
financial services industry;
evaluate the financial marketing environment and its influence on organizational
strategies and regulatory outcomes;
demonstrate their understanding of financial services organizational strategies
operating nationally and globally;
critically analyse the implications of new product and service developments in
determining market trends;
debate and evaluate the professional standards and ethics that impact the financial
services industry and its marketing capability nationally and internationally;
show evidence of their ability to use conceptual knowledge in contextual situations;
Skills
This module will call for the successful student to:
7.
demonstrate critical thinking and analytical skills in applying marketing concepts to
financial services contexts;
8. appreciate the impacts of increased complexity and uncertainty in financial services
marketing;
9. undertake planning and strategy formulation for financial service marketing and
strategies;
10. present a range of problem-solving solutions which are informed by relevant theories,
conceptual frameworks, and data;
11. synthesise information and make appropriate decisions;
12. demonstrate the ability to work and learn autonomously;
13. critically reflect on and self-assess achieved results;
14. demonstrate and evidence individual initiative and research skills.
Syllabus
The syllabus is aimed at enabling students to appreciate the differences in the nature of
different markets across different countries and use marketing theories to decide marketing
strategies that can be adapted to the contingencies of specific target industries and markets
as there is no 'one right way' to do marketing for success in business. A key decision is
whether to adopt a more conventional (marketing-mix based) approach or a more relational
(customer based) approach to marketing planning. This decision will depend upon a careful
analysis of the target market based on following components.
Financial Services Marketing Environment
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The industry, nationally and internationally
The marketing environment
The customer
Marketing Strategy

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Marketing mix
Segmentation
Retailing Financial Services


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Product/ service development
Distributing financial services
Consumer relationship marketing
Ethics, Regulation and Professional Standards
Learning, Teaching and Assessment Strategies
The module will be delivered as a series of interactive weekly lectures that will help students
to understand main concepts and techniques of international marketing. Teaching/ learning
will be focusing on key theories and conceptual frameworks, and their application through a
number of seminar activities, including student presentations, discussions of cases,
exercises and learners' own research to develop understanding, critical analysis, application,
research skills and individual reflective evaluation. Students will be provided with follow-up
readings from assigned textbook and scholarly journals.
Assessment Scheme

Individual essay (1,500 words) supported by viva on theoretical foundations
(40%) - Students will undertake an organisational study and evaluate the impacts
and strategies developed by the organisation. This project will allow students to
demonstrate the extent to which they have attained an understanding of theoretical
concepts as learning outcomes (1-4, 7-9 and 11-14) and their application to real
contexts.

Group market-study project (6,000 words) (40%) - Students in pre-determined
groups will undertake a specific project critically evaluating they key trends in a
chosen financial services market, considering all external and internal aspects that
impact the market. This assessment will allow students to demonstrate the extent to
which they are able to demonstrate a holistic knowledge of their learning in this
subject and demonstrate that they have attained learning outcomes and attainment
of selected other knowledge outcomes (1-5, 7-14).

Individual reflective assessment (20%) - This will form an additional part of the
group work requiring individual reflections on the contributions made during the study
and the skills and learning gained (6, 14).
Assessment Weighting
Coursework: 100%
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300
Module Code
Module Title
Credit
Pre-requisites
MKT3390(Published)
New Venture Management
30
MKT2290
Aims
This module is underpinned by the ethos that ‘Entrepreneurship’ is now a career choice for
many students in these challenging, dynamic and uncertain times. This module is designed
to foster entrepreneurial talent and encourage and develop entrepreneurial new venture
management skills. It also aims to make students aware of opportunities in the market place
and how to use Effectual Entrepreneurship to implement and generate sustainable incomes
in a world outside the academic environment.
Learning Outcomes
Knowledge
On completion of this module the successful student will be able to:
1. critically evaluate new venture opportunities and challenges in today's dynamic operating
environment underpinned by assessing entrepreneurial risk factors;
2. critically apply entrepreneurial discovery and creativity theories in developing a new
venture start-up through to implementation;
3. examine and assess the financing of a new venture underpinned by financial
bootstrapping options for the venture;
4. compare and contrast the implications of management, ownership and control of a
entrepreneurial venture and the implications of how to manage investors;
5. critically evaluate the dynamics of innovation and creativity in new venture creation and
development;
Skills
This module will call for the successful student to:
6. assess the factors that are likely to be important to a new venture identity and brand;
7. critically evaluate and forecast the growth potential of a new venture start-up;
8. implement and justify a range of applied business and management skills in a holistic way
that can be applied to help a new venture develop and become sustainable;
9. develop an effective entrepreneurial pitch for Investors that facilitates a successful
entrepreneurial new venture launch.
Syllabus
- Entrepreneurship, Creativity, Opportunity and Innovation
- Entrepreneurial Risk and Creative Destruction
- Enterprise Creation and the Start-up Process
- New Venture Growth and Development
- Business Planning implementation
- New Venture Management and Development tasks
- New Venture Capital-informal and network finance
- Internationalisation of SMEs ?Export and Import opportunities
- New Venture Digital technologies
- Entrepreneurial Learning
- New venture Marketing and Networking
- Strategies for the New Venture Organisation
Learning, Teaching and Assessment Strategies
The module will be delivered by a combination of learning and teaching methods to ensure
the attainment of learning outcomes of the module. Particularly, this module will be taught by
interactive lectures and seminars in class and online, also seminar tasks include relevant
opportunity location visits. The module?s on-line environment will contain all lecture slides
and any additional learning material required for this module.
Invited entrepreneurial guest speakers will enrich the learning experience giving real insight
into theory and practice of entrepreneurship. Formative assessment and feedback
opportunities will be provided in seminar exercises, activities and case studies each week.
Summative assessments will include a case study assignment, an in depth new venture
business plan with entrepreneurial pitch to potential investors and a final case study
examination.
Assessment Scheme
Formative assessment and feedback opportunities will be provided in seminar exercises,
activities and case studies each week.
Summative assessment consists of three components selected to ensure that students
demonstrate understanding and application of relevant concepts taught in class.
The three assessment components are:
i. Case Study Assignment (Individual) 30% weighting, 3,000 words. This will be submitted on
Week 12 and will address Learning Outcomes 1, 2, 3, 8 and 9.
ii. New Venture Business Plan, implementation and pitch: (Small group - 2-4 students):
Business Plan Report (25%) and Entrepreneurial pitch to potential investors (15%). Report
5,000 words. This will be submitted on Week 18 and will address Learning Outcomes 1 to 10.
iii. Final Examination: Duration 2 hours, 30% weighting. Students will be required to answer
questions regarding a case study of a new venture. The exam will address Learning
Outcomes 7, 8 and 9.
Assessment Weighting
Coursework: 70% Examination: 30%
Exam Duration
Examination, 2 hours
Learning Materials
Your online reading lists can be accessed from the My Study area of UniHub. They highlight
essential and recommended reading for all modules you are registered on.
Total Notional Learning Hours
300