(LO1) Students will be able to differentiate between the different roles, functions, requirements, and opportunities that define contemporary marketing practice.
(LO2) Students will be able to develop and action key strategic levers at an organisational level relative to market and broader environmental (macro) threats and opportunities.
(LO3) Students will be able to understand how to leverage digital technology to create, capture and measure new sources of market value.
(LO4) Students will be able to differentiate between different approaches to the implementation of agile marketing process and tools.
(LO5) Students will be able to reflect on the relationship between effective leadership and market performance.
(LO6) Students will be able to recognise power and influence within marketing leadership in driving change.
(S1) Ethical Awareness
This module will challenge students to consider the intended and unintended consequences of actions and strategic marketing decisions on a broad range of market actors and from different stakeholder perspectives.
Students will consider the role of the marketer and subsequent impacts within a range of organisational, and market contexts. This is to develop reflective capabilities that enable students to zoom in and out of complex scenarios and settings. Students will be challenged to consider solutions from a variety of stakeholder perspectives and develop approaches to reconciling inherent tensions and challenges within the day-to-day decision-making process.
(S3) Problem solving
Through case-studies, authentic forms of assessment and classroom discussion students will be encouraged to consider real-world problems and ideate around possible solutions. The classroom and module setting provide a reflective and experimental space for students to develop solutions to challenges and receive feedback. Through the invited expert series of practitioners that will complement this module, students will hear and learn from real-world cases as presented and discussed in class.
(S4) Commercial awareness
Through seminars, online workshops and assessments students will develop skills that allow them to translate ideas into solutions relative to commercial performance, amongst other forms of value conceptualisation. Through this process students will develop core commercial competencies, anchored by corresponding skills of ethical awareness, flexibility and adaptability.
(S5) Organisation skills and ability to work under pressure
Through group and individual assessments, students will develop skills around time management, planning, contingency planning and develop the ability to work and succeed under pressure.
(S6) Communication skills
Students will have to deliver verbal and written communications in classroom activities, assessments and through directed learning activities outside of the classroom environment.
Through engagement with marketing leaders (expert speaker series), reflection on real-world case studies and impact cases, students will develop an ability to identify and differentiate between different leadership approaches and styles in marketing that will help shape their own distinctive leadership skills.
Through class participation and group work tasks students will develop an ability to work in teams and work collaboratively around a mutual goal. Here students will also learn to reconcile functional and strategic points of tension within team dynamics and co-produce actionable and measurable marketing strategies.