Marketing as Creative Practice module (BU51015)

Develop your marketing skills creatively by using simulations to apply your knowledge to real examples, putting the theory into practise.

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Module code


You will learn to build upon your existing marketing skills and work in groups to solve real examples, this module allows you, by using simulations, to understand the outcomes of your marketing solutions and then adapt them to try again to get better results.

This module is interactive, though you will learn the theory of Marketing as a Creative Practise, the main focus of the module is the simulation games/exercises. Simulation games are known to enhance knowledge by helping you to apply decisions to real-life cases and see the outcome of the decisions that you have made. This gives you the opportunity to reflect upon your results and then redesign your marketing plan with the goal to get better results.

You will learn how marketing campaigns can be tested before being launched to the target market or spending any money, also how they can be quickly adapted once data is received to confirm if they are meeting their objectives.

What you will learn

In this module, you will:

  • be introduced to the process of marketing in the current settings
  • discover micro and macro marketing
  • learn how to scan and analysis the environment, demography, economics, science and technology, social values and beliefs, political and legal environment, competitive environment
  • discuss consumer buying behaviour, the buying decision process; person specific, psychological and social influences on the buying decision process
  • identify market segments and market positioning
  • examine the marketing mix - product, price, distribution and promotional strategies

By the end of this module, you will be able to:

  • demonstrate knowledge of concepts and devices used in organising marketing work for creativity
  • integrate theory with practice through developing original and creative solutions to organising marketing teamwork
  • use the reflective practice to identify learning goals and personal branding pathways and platforms
  • understand the importance of and develop a brand

Assignments / assessment

Group presentation of the marketing plan (30%)

  • due in week 5

Individual article critique (70%)

  • 2,000 words
  • due in week 10

This module does not have a final exam.

Teaching methods / timetable

You should expect weekly lectures with material supported by readings for you to read in advance of class. Seminars will provide students the opportunity to explore the material and relate it to real life business scenarios. We will also use simulation games to integrate textbook learning with the marketing practice.

Week Topics covered

Introduction  to marketing

Analysing the marketing landscape


Firm’s microenvironment and macro environment

Customer driven marketing strategy

3 Segmentation, targeting, positioning and differentiation (Part 1)
4 Segmentation, targeting, positioning and differentiation (Part 2)
5 Student presentations
6 Marketing mix
7 Product, product management, new product development
8 Place, supply chain and logistics and marketing channels
9 Price, pricing approaches, pricing considerations, pricing strategies and managing price changes
10 Promotion, integrated marketing communications and promotion mix
11 Final marketing plan student presentations


This module is available on following courses: