The aim of this module is to provide a grounded appreciation of the utility and universality of a marketing orientation as the process by which organisations align themselves to their operating environment, customers/stakeholders and markets

(LO1) Understand the nature of the marketing environment and its relevance for the organisation and marketing practice

(LO2) Specifically, to be able to undertake an analysis of customer and competitive environments

(LO3) Understand the fundamental philosophy of marketing and its application in both business and not-for-profit organisations

(LO4) Identify and be able to apply key marketing concepts to aid marketing and business decisions

(LO5) Be able to demonstrate an understanding of the practical aspects and processes of marketing

(S1) Adaptability

(S2) Problem solving skills

(S3) Commercial awareness

(S4) Teamwork

(S5) Organisational skills

(S6) Communication skills

(S7) IT skills

(S8) International awareness

(S9) Lifelong learning skills

(S10) Ethical awareness

Teaching Method – Seminar
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method : Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: No

Self Directed Learning Hours: 120
Description: These independent learning hours are aimed at supporting the directed student learning. The module leader will provide guidance in the form of podcasts, video links, self-assessment quizzes, suggested readings and topics to examine with the expectation that students are well prepared to contribute to the seminar activities. Self-Directed Learning will include research activity, developing academic writing skills, and wider reading to support the module.

Skills/Other Attributes Mapping

Skills / attributes: Lifelong learning skills
How this is developed: The module may at first seem like a culture shock in that emphasis is placed very much on students taking responsibility for their own learning. As the module progresses, and with the help of the formative and assessments that are built in, their confidence will grow. Confidence will build via formative feedback when students defend their ideas and decisions in front of a class of people during the seminars.
Mode of assessment (if applicable):

Skills / attributes: International awareness
How this is developed: In today’s global environment, there are few brands that are not either international or are facing international competition – teaching and learning activities throughout the module will consider this.
Mode of assessment (if applicable): All assessments

Skills / attributes: IT skills
How this is developed: Digital marketing is integrated throughout the module, in learning materials. We are also having a guest lecture from a digital marketing industry practitioner. IT skills in the form of producing a professional infographic and a poster with text and visuals are needed to complet e the courseworks.
Mode of assessment (if applicable): Courseworks

Skills / attributes: Communication skills
How this is developed: Lots of interaction in the face to face seminars, and plenty of communication with assessment team mates means this skill will be developed from the start. Communicating in different modes, such as infographics and posters, is required in the courseworks.
Mode of assessment (if applicable): Coursework

Skills / attributes: Organisational skills
How this is developed: Students need to manage their time carefully: Late penalties do not apply for these courseworks. Students need to organize their group working and organize themselves in their own learning.
Mode of assessment (if applicable): All assessments

Skills / attributes: Teamwork
How this is developed Students will work together in small coursework assessment teams, sharing ideas and preparing their two courseworks. Students are expected to be an effective team player in preparation for the assessments, and are expected to contribute to the team effectively (a red and yellow card system is in place if they do not) and manage problems in the team before there is any intervention from the programme teaching team.
Mode of assessment (if applicable): Both courseworks

Skills / attributes: Commercial awareness
How this is developed: Real-life application is a must on this module and commercial awareness is taught throughout most of the learning activities.
Mode of assessment (if applicable): All assessments

Skills / attributes: Problem solving skills
How this is developed: There is rarely one solution to a problem: so part of the preparation for the coursework assessments and face to face sessions is to identify a range of solutions, evaluate them, and then justify a chosen solution.
Mode of assessment (if applicable): Both Courseworks

Skills / attributes: Adaptability
How this is developed: We devote a whole topic (topic 2) to the turbulent environment in which we live and the ways it brings the unexpected to markets and customers. Students then have to apply this knowledge to different scenarios
Mode of assessment (if applicable) Both courseworks.

Market-oriented management
Environmental analysis
Marketing research
Buyer behaviour
Segmentation, targeting and positioning
Product strategy
Distribution
Pricing
Integrated marketing communications
Services marketing