Course Resources Archive

This module explores the critical importance of marketing to the success of the modern organisation. By studying this module you will appreciate marketing's role not just as a business function, but as central management task and business philosophy, which holds that, the delivery of superior goods and services to carefully selected target markets is the key to achieving organisational goals. With the aid of contemporary theory and real world examples, this module will provide an insight into the challenges faced by marketers in today's complex and dynamic environments and the tools and techniques that can be used to address these. The contribution of brands and branding, and cutting-edge topics such as sustainability, ethics and the impact of technology are just some of the themes that will be explored.

1. The meaning and scope of modern marketing, including marketing's role as a driving philosophy of business and as a means of achieving organisational goals through a process of delivering superior value to customers.
2. What it means to be "market-orientated" in the private sector and how this shares similar orientations such as within the third sector marketplace.
3. Market dynamics and how these affect strategy formulation, implementation and policy.
4. The value of brands and branding and how brand equity can be created and sustained.
5. Approaches to measuring and managing marketing performance, including an examination of marketing's critical interfaces with other business functions.
6. The challenges and opportunities presented by contemporary issues such as public Sector marketing, e-marketing, sustainability, marketing ethics and societal marketing.

A student passing this module should be able to:

1. Appreciate marketing's role as both a functional area of business and a managerial philosophy (PLO1)
2. Provide a critical explanation of the various orientations that firms can adopt towards the market place (PLO1, 4).
3. Compare and contrast classical marketing theory with contemporary marketing perspectives, such relationship marketing and sustainable marketing (societal, ethical and green marketing) (PLO3, 4).
4. Analyse the complex and dynamic nature of the environment within which marketing decisions are taken and explain how these forces shape market strategy formulation and implementation (PLO2, 4).
5. Explain the role and significance of brands and branding in relation to marketing and business strategy (PLO1).
6. Identify and critically evaluate methods of measuring marketing performance (PLO1, 4).

Marks for each individual student in group work will be adjusted based on the individual student’s overall contribution. The approximate word count contribution per individual for the group work is 300 words (or equivalent). Please note that is only an approximate and may vary depending on the number of individuals per group.

The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.