Reference no: EM133934448
Marketing Theory and Practice
Module overview
Marketing Theory in Practice is a level 5 module. -The module is well established, building on previous marketing and management related modules at level 4. Not much knowledge of marketing is assumed, although some students may have some experience of the subject from earlier studies and of course through employment or their own experience as a consumer. As you will discover marketing and consumption are inextricably linked and so as a consumer you will find studying marketing helps you to improve the way you live and being a reflective consumer helps you to study marketing. I hope you will enjoy this module as much as I will.
Module Aims
This module will help equip students with the needed marketing knowledge and skills in today's business environment to enable them to examine key marketing concepts, and explore their application in the context of organisations, theories and processes. In an environment where employers expect marketing professionals to show practical knowledge in marketing, knowing the facts and the theories is not enough. But being able to see the relevance of these theories to a variety of situations and making use of them to improve decision making for both online and offline customers is something employers will be keen about. By studying this module, students get to apply the marketing knowledge to realistic marketing scenarios/case studies which will be introduced throughout the module. This module will work alongside the advanced communication skills and the business negotiation in practice modules in areas of communications and understanding the external environment.
Learning Outcomes
At the end of this module, you will be able to:
Evaluate and discuss the marketing the marketing terminologies, principles, classifications, Theories/concepts and orientations.
Assess the macro and microenvironment in which the marketing manager operates in, Applying marketing theories (PESTLE, SWOT and Porters Five Forces to given scenarios.
Review the type of information required for marketing decision making through marketing Research and marketing information systems.
Analyse the factors influencing customer behaviour (online and offline) and appreciate how this might help decision-making for different customer segments (Business to Consumer) B2C and Business to Business) B2B. Get top-notch online assignment help now.
Develop marketing strategies and tactics for appropriate and specific marketing scenarios Using the Segmentation, Targeting, Positioning and the marketing mix theories.
Summarise how digital and social media marketing tools influence consumers and organisational decision making
Assessment 1: Marketing Audit
Main objectives of the Assessment
Task
Acting as a newly promoted marketing executive in any of the Small and Medium Scale Enterprise (SME's) in UK listed below.
Hospitality Sector
Online Food and Clothing Retail Companies
Health Care
IT and Telecommunications
Your marketing director has asked you to undertake a brief 1000-word report on an environmental analysis of the selected organisation making use of the relevant models and frameworks to help understand the organisations situation in this current environment. You are to evaluate these models in the process of undertaking the marketing audit to help your marketing director to determine the opportunities for your selected business.
The assignment will be marked on writing quality as well as content.
Your writing needs to be clear, direct and persuasive.
Use paragraphs to organise your thinking and help orient the reader.
The overall impression is also very important.
In-text citations are very important; please ensure Harvard Referencing is followed at all times.
Support your claims by authentic references.
Spelling errors, poor format and grammar gives the impression of poor thinking, carelessness and lack of regard for your assignment.
1 Evaluate and discuss the marketing the marketing terminologies, principles, classifications, theories/concepts and orientations.
2 Assess the macro and microenvironment in which the marketing manager operates in, applying marketing theories (PESTLE, SWOT and Porters Five Forces to given scenarios
3 Review the type of information required for marketing decision making through marketing. Research and marketing information systems.
Summative Assessment 2
Assessment: Marketing Plan
Main objectives of the Assessment
Task
Referring to the issues identified in assessment one, prepare a marketing plan with clear analysis and strategy as to how your organisation would be able to improve their market share and growth. It is recommended that the following can be followed.
2 Assess the macro and microenvironment in which the marketing manager operates in, applying marketing theories (PESTLE, SWOT and Porters Five Forces to given scenarios
4 Analyse the factors influencing customer behaviour (online and offline) and appreciate how this might help decision-making for different customer segments (Business to Consumer) B2C and Business to Business) B2B.
5 Develop marketing strategies and tactics for appropriate and specific marketing scenarios Using the Segmentation, Targeting, Positioning and the marketing mix theories.
6 Summarise how digital and social media marketing tools influence consumers and organisational decision making.