Contemporary Marketing in Organisations
MODULE CODE
CREDIT VALUE
Module Aims
Aim 1
To enable postgraduate students to critically evaluate developments in contemporary marketing in relation to principles underpinning the marketing discipline, whilst relating these to the wider commercial context.
Module Content
Introduction to marketing
The traditional and new consumer
Traditional techniques considered against a model of new consumer marketing
Market research and new consumer marketing
Value creation and delivery in the 21st Century
Demand system management
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
The learning and teaching process will include lectures, seminars and individual research and study. Teaching sessions will include lectures and tutorials based around contemporary marketing cases, and workshops supporting assignment themes. The module learning outcomes are assessed by individual course work. Students critically evaluate theory and reflect on its application to internal communication practice.
Assessment Methods
This module is assessed through an examination and a report.
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Compulsory
