Introduction to Marketing module (GA11003)
Develop understanding of marketing theory and practice. Cover analytics, segmentation, brand value, digital marketing and strategic marketing planning
n this module, you will learn about the principles and practice of marketing.
The module develops your understanding of how marketing creates and communicates value. It will also equip you with practical insights into becoming a successful marketer.
Topics that you will cover include:
- marketing ethics and its relationship to society
- marketing analytics and research methods
- market segmentation and brand positioning
- the role of brands in creating value
- digital marketing and social media
- the principles of marketing planning including strategic analysis and decision-making
Product strategy across the product lifecycle and portfolio management are examined. The module concludes with you exploring global marketing strategy. You will also cover the management of marketing implementation, organisation and control.
Throughout the module you will develop your ability to apply marketing frameworks. You will apply these to real business scenarios. This will allow you to connect theory to your workplace experience.
You will also develop practical skills communicating and delivering customer value via digital platforms. This will be done through an assessed social media marketing campaign.
This module will prepare you to be able to contribute to marketing functions within your organisation.
What you will learn
In this module, you will:
- explain marketing theories, styles and models and evaluate their relative strengths and weaknesses
- show understanding of the fundamentals of marketing. These will include segmentation, targeting, positioning and brand value
- apply marketing analytics and research methods to understand customers and markets
- evaluate digital marketing and social media strategies. You will also learn about their role in communicating and delivering customer value
- develop and present a social media marketing campaign applying strategic marketing principles
- analyse global marketing strategy and the management of marketing implementation within organisations
By the end of this module, you will be able to:
- understand marketing theories, models and the fundamentals of effective marketing practice
- evaluate the factors contributing to strong brands. You will also understand the role of digital marketing in communicating customer value
- apply marketing planning and strategic analysis tools to real business scenarios
- develop and present a social media marketing campaign demonstrating applied marketing skills
Assignments / assessments
- Report (50%)
- You will produce a written report on a marketing topic. The topic will be issued by the module leader.
- In the report you will show critical understanding of relevant theories and models. You will also show your understanding of their practical business implications.
- Digital Marketing Campaign (50%)
- You will design and develop a digital marketing campaign. In this, you will apply strategic marketing principles.
- In the campaign, you will show your understanding of various areas. These will include digital marketing, audience targeting and value communication.
This module does not have a final exam.
Teaching methods / timetable
Three-hour weekly sessions. These will combine short lectures with group and individual activities and facilitated discussions.
Your teaching will have a blended learning approach. You will spend one day per week on campus. This will be supported by your own independent study in your workplace.