This module is a general introduction to ‘Marketing’ as a management function and activity for students not studying marketing as their main discipline. It looks at the role of marketing in enabling organisations to meet their strategic and operational goals by considering key questions around customers, value delivery, marketing effectiveness and the impact of technology on today’s marketing practices.
The focus of Marketing in the Digital Age is on the evolution of marketing in the context of today’s rapidly changing digital business environment. It examines how digital technologies, from early customer relationship management (CRM) systems to today’s plethora of Web applications, have combined with advanced practitioner thinking to challenge and change the face of contemporary marketing theory and practice. The course goes on to consider how the cutting-edge technologies of digitally-enabled neuroscience are now provoking an even more fundamental evolution ‘from Brand to Brain’. The course specifically draws upon real cases and examples and is designed to give students a practical appreciation of cutting-edge digital-age competitive practice.