Module overview
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- The necessity of focusing on customer satisfaction as a key ingredient of organisational success;
- The role of technology in providing data-driven insight into customer behaviours and activities;
- The role digital marketing plays within the organisational context;
- Ethical marketing practices and appreciation of the concepts of social responsibility and sustainability.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Deploy digital and data-driven methods for the successful marketing of products and services;
- Evaluate and apply marketing principles to business situations.
- Ability to analyse and evaluate marketing concepts critically;
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Think critically and argue effectively;
- Work effectively as part of a task-orientated and diverse group or team.
- Manage individual tasks, personal resources and time effectively;
- Write effectively for business purposes;
Syllabus
Learning and Teaching
Teaching and learning methods
Type | Hours |
---|---|
Independent Study | 70 |
Teaching | 30 |
Total study time | 100 |
Resources & Reading list
Textbooks
Kotler, P., Kartajaya, H., and Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. Chichester: Wiley.
Kotler, P., Armstrong, G., Harris, L.C. and He, H. (2020). Principles of Marketing. Harlow: Pearson.
Fifield, P. (2008). Marketing Strategy Masterclass. Butterworth Heinemann.
Jobber, D. and Ellis-Chadwick, F. (2020). Principles and Practice of Marketing. Harlow: Pearson.
Woods, M. B. (2017). Essential Guide to Marketing Planning.. Harlow: Pearson.
Chaffey, D., and Ellis-Chadwick, F. (2017). Digital Marketing: Strategy, implementation and practice. Harlow: Pearson.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
In-class formative opportunities
- Assessment Type: Formative
- Feedback: Throughout the lectures there will be multiple opportunities to discuss and engage with the themes of the course, on which the tutor will give feedback.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Report | 70% |
Group report | 30% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Report | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Report | 100% |
Repeat Information
Repeat type: Internal & External