20 credits at level HE6
The UK Chartered Institute of Marketing define marketing as:
"“The management process responsible for identifying, anticipating and satisfying customer requirements profitably."
Marketing works by building brands, encouraging innovation, developing relationships, creating good customer service and communicating benefits. Marketing focuses on the customers of the business, and by doing so, brings positive return on investment, satisfies shareholders and stakeholders from business and the community, and contributes to a sustainable business future.
This module will examine the principles and practice of marketing management within the context of the engineering sector. We will use case studies and examples to demonstrate how marketing principles may be applied in engineering companies.
You will attend a focused series of classroom-based lectures on key marketing principles. These will be supplemented by case-study based activities and tutorial support.
Blended learning will be used as appropriate, for example the University’s VLE (Moodle) will be used to provide online learning activities and suggestions for additional reading, together with an e-forum for students to obtain tutor and peer support. In addition you will use websites, text books and journals to help with your assignment preparation and general research.
For your assessment you will carry out the following pieces of coursework:
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||Demonstrate a comprehensive understanding of marketing concepts, tools and techniques.||Apply your knowledge of marketing concepts, tools and techniques in the development of appropriate and viable marketing strategies and/or plans for a given organisation.|
|2.||Analyse and evaluate complex marketing problems.||Use appropriate analytical tools to conduct a Marketing Audit and a valid SWOT of an organisation, based on case study material.|
|3.||Think critically and creatively in order to formulate solutions to problems and devise appropriate strategies.||Use an appropriate planning process to develop creative and viable marketing strategies for a given organisation.|
|4.||Manage your own learning using a full range of appropriate learning resources.||Use appropriate learning resources to select, locate and retrieve relevant material in the production of assignments. Produce work which is presented in an professional academic format.|
|5.||Interact effectively within a team or professional group.||Work effectively as a member of a team to prepare and present a group assignment. Contribute effectively to a professional group presentation.|
Your achievement of the learning outcomes for this module will be tested as follows:
|Description||Group Case Study Presentation||Case study based, time constrained, assessment (open book)|
There are no prerequisites for this module.
No restrictions apply.
Kotler, P. & Armstrong, G, (2009) Principles of Marketing (13th Ed) Global Edition Pearson Education
Adcock, D., Halborg, A. & Ross, C. (2001) Marketing: Principles & Practice Financial Times / Prentice Hall [available online]
Brassington, F & Pettitt, S (2006) Principles of Marketing (4th Ed.) Financial Times / Prentice Hall
Doyle, P & Stern, P (2006) Marketing Management & Strategy (4th Ed) Financial Times / Prentice Hall [available online]
Hollensen, S. (2010) Marketing Management: A Relationship Approach (2nd Ed.) Financial Times / Prentice Hall [available online]
Kotler, P. (2005) Principles of Marketing (4th European Ed.) Financial Times / Prentice Hall [available online]
Solomon, M., Marshall, G., Stuart, E. & Barnes, B. (2009) Marketing: Real People, Real Decisions Financial Times / Prentice Hall
Young, L. & Burgess, B. (2010) Marketing Technology as a Service John Wiley & Sons
Engineering Management Journal [available online]
Journal of Marketing [available online]
European Journal of Marketing [available online]
Journal of Marketing Management [available online]
Marketing Management [available online]
Industrial Marketing Management [available online]
Journal of Business & Industrial Marketing [available online]
|Host Subject Group:||Engineering|
|User Name||Date Accessed||Action|