Marketing is important for all organisations and is concerned with retaining customers and delivering value to stakeholders, that is, to everyone who is affected by a transaction. It directs organisations into new markets and opportunities while maintaining and developing existing customers. This module is intended to help develop knowledge concerning the nature and character of marketing as well as sales in an international context, capitalising on current and emerging technologies.
The interdependence of economies and increasingly globalised marketing reflects the trend of organisations designing, distributing and selling products and services in many markets around the world.
The primary role of marketing management in any organisation is to design and execute effective marketing programmes in local, international and global markets,
The module aims to:
• Provide a solid appreciation of marketing as practiced in the international arena.
• Enhance understanding of the relationships between an organisation, the markets it is serving and its key stakeholders.
• Provide an integrated overview of marketing management, using topical issues, thought leadership and research findings.
• Offer a broad platform of marketing concepts, theories and frameworks, which can be applied in practical situation
• Explore the impact of the drive towards digital applications and delivery
Syllabus
1. Introduction to Marketing
a. What is Marketing
b. The Buying Cycle concept
c. Key concepts
2. The Global Marketplace
a. Environment
b. Information Systems and Marketing Research
c. Marketing Analytics, the Era of Big Data
3. Segmentation, Targeting, Positioning (STP)
a. The imperative of effective STP
b. International Product / Brand Positioning
c. Power Shifts to the Connected Customers
i. From Individual to Social
ii. From Exclusive to Inclusive
4. Developing Value
a. New Products and Services
i. B2C
ii. B2B
5. Communicating Value
a. Communication strategies
b. Advertising, PR and Sales Promotions
c. Social Networks
6. Pricing Value
a. Pricing strategies
b. Role of marketing analytics in pricing decisions
7. Delivering Value
a. Distribution Strategies
b. Channels
c. Physical Distribution
8. Market Entry Strategies
9. International Sales
a. Products and Services
b. B2C
c. B2B
10. Marketing and the Impact of the Digital Revolution
a. From Traditional to Digital Marketing
b. Integrating Traditional and Digital Marketing
11. The new Customer Path
a. Understanding How People Buy
b. Driving from Awareness to Advocacy: The O Zone (O3)
c. The 5 As: Aware, Appeal, Ask, Act, and Advocate
12. Marketing Planning
a. Strategic Competitive Advantage
b. Bringing the marketing mix together
c. The Marketing Plan in the Digital Era
d. Recap
Balance of independent study and scheduled teaching activity
Students will have 36 hours of contact time delivered through twelve 3-hour workshop sessions.
WebLearn will be used to guide students through additional independent study using case studies, videos, articles and other readings.
Learning outcomes
After successfully completing this module, students will be able to:
1. Critically evaluate marketing activities and offer recommendations for improvement
2. Critically analyse potential markets for development, applying a systematic understanding of the marketing theories to complex situations while considering the impact of technology in effective marketing decision-making.
3. Communicate marketing messages in a creative and compelling manner while utilising the principles of Segmentation, Targeting and Positioning.
Assessment strategy
Assessment 1: Weighting 40%. Individual Report
Students will be required to identify a company and critically assess its current digital marketing activities and using appropriate theories suggest justified and measurable improvements.
Assessment 2: Weighting 60%. Individual Presentation
The second assessment requires the student to prepare a marketing plan for a selected product / service in a specific market. The assessment brief will be released
3 weeks before the required hand-in date. In creating the marketing plan the student will address LO 2 and 3.
