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) Students will be able to recognise the nature of the marketing environment and its relevance for the organisation and marketing practice

(LO2) Students will be able to undertake an analysis of customer and competitive environments

(LO3) Students will be able to explain the fundamental philosophy of marketing and its application in both business and not-for-profit organisations

(LO4) Students will be able to identify and be able to apply key marketing concepts to aid marketing and business decisions

(LO5) Students will be able to analyse 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 / Workshop
Scheduled Directed Student Hours: 6
Attendance Recorded: Yes

Teaching Method : Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: Yes

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 / workshop activities. Self-Directed Learning will include research activity, developing academic writing skills, and wider reading to support the module.

Skills/Other Attributes Mapping

Skill: 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 learn ing. As the module progresses, and with the help of the formative feedback 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): Coursework

Skill: 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): Coursework

Skill: 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 marketing plan with text and visuals are needed to complete the coursework s.
Mode of assessment (if applicable): Coursework

Skill: Communication skills
How this is developed: Lots of interaction in the face-to-face seminars, means verbal communication this skills will be developed from the start. Written communication skills will be assessed summatively in the coursework,
Mode of assessment (if applicable): Coursework

Skill: Organisational skills
How this is developed: Students need to manage their time carefully. . Students need to organize their time spent on their coursework and organize themselves in their own learning.
Mode of assessment (if applicable): Coursework

Skill: Teamwork
How is this developed: Teamwork is developed during every workshop, where students will be required to work in small groups on a given task, and then feed back to the rest of the class.
Mode of assessment (if applicable): N/A

Skill: 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): Coursework

Skill: Problem solving skills
How this is developed: There is rarely one solution to a problem: so part of the preparation for the coursework assessment 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): Coursework

Skill: 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) Coursework.

Skill: Ethical Awareness
How is this developed: Students will obtain insights for understanding ethical issues relating to marketing research practices and marketing decisions during relevant lecture topics an d discussions.
Mode of assessment (if applicable): Coursework

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