Marketing and Customer Engagement

Module description


This module introduces key marketing principles and tools: market segmentation, targeting and positioning; branding; product and service design; pricing; distribution; and integrated communications.  The practical aspects of marketing are examined in a range of organisational and environmental contexts.  Case studies and discussion examples are drawn from Business to Consumer, Business to Business, international and social marketing contexts.  The shift in marketing approaches from traditional transactional models based on consumption, to more current models which aim to develop mutual, sustainable value relationships, is a core theme. Contemporary marketing approaches explored include co-creation and social media marketing.  A single case study is used throughout the module to develop understanding of the principles as they are introduced, and to develop practical skills in developing a marketing plan. A simulation exercise explores the role of pricing strategies and demand management in competitive market environments.

Additional Information:


This module is principle based and is applicable in any market, at any stage of development.


Transactional consumerist approaches to marketing based on product and service focussed offerings are compared with post-modern relational approaches open to the co-creation of concepts and value.


The module equips you with skills in strategy, analysis, project management and communication, report writing, presentation and team-working, negotiation, and conflict management.

Full module specification

Module title:Marketing and Customer Engagement
Module code:MBAM804
Module level:M
Academic year:2014/5
Module lecturers:
  • Ward Crawford - Lecturer
  • - Convenor
Module credit:12
ECTS value:






Duration of module: Duration (weeks) - term 1:


Module aims

Marketing is a critical function for all organisations as it is the prime generator and communicator of value, and has the potential to achieve significant behavioural change in customers and communities. This module will examine the power of marketing and how it can be applied to greatest effect and for the greatest social and economic benefit.  Both commercial and social marketing contexts will be explored, as both have a great deal to learn from each other.  Marketing strategies are based on a fundamental understanding of the motivation, requirements, attitudes, perceptions and decision-processes of customers, and the module will therefore draw upon concepts from psychology, sociology and anthropology to develop an understanding of how and why customers consume, behave and respond in the way they do, how changes in these behaviours can be identified and / or initiated, and how organisations and their customers can interact in the development of this understanding.

ILO: Module-specific skills

  • 1. explain the role of marketing in both commercial and social marketing contexts and in different cultural market places.
  • 2. evaluate the impact of marketing on consumption and behaviour change.
  • 3. assess the drivers and processes involved in consumer and organisational buyer behaviour in order to evaluate their utility and impact on marketing strategy
  • 4. explain how organisations can develop successful segmentation, positioning, branding and communication strategies.
  • 5. demonstrate how the tools of marketing can be applied in social contexts.
  • 6. develop a coherent marketing plan, based on a sound understanding of consumer behaviour.

ILO: Discipline-specific skills

  • 7. analyse markets and organisational strategies, and solve real marketing problems.
  • 8. demonstrate an integrated and holistic perspective when making strategic recommendations.

ILO: Personal and key skills

  • 9. work effectively in multi-cultural groups.
  • 10. demonstrate effective skills in written and oral communication, critical evaluation, independent research and creativity.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours28Lectures

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
In class discussions30 minutes1-9Oral feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Strategy Simulation: Group presentation + group report30% (5% & 25%)5 minute presentation + group report 3,000 words maximum1, 2, 3, 9, 10Written feedback on report
Corporate Challenge20%TBC2, 6 , 7, 8, 9, 10Written feedback
Assignment (individual)70%2000 words maximum1, 3, 4, 5, 6, 7, 8, 10Detailed written feedback on assignment

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual + group assignmentIndividual assignment1-8, 10Six weeks after briefing

Syllabus plan

Sessions will consist of a mix of the following indicative lectures, guest speakers, case study discussions, small group exercises, and an assessed strategy simulation exercise, undertaken in groups.

  • The Role of Marketing in Organisations
  • Marketing purpose, contribution, and strategy; sectors and offers
  • Understanding and Influencing  Customer & Stakeholder Behaviour
  • Developing and leveraging insights
  • Options for Participation and Reach
  • Participation choices; Segmentation, Targeting and Positioning
  • Communication and engagement; integrated communications
  • Awareness; Media choices and strategies
  • Customer and Stakeholder Affiliation
  • Building Brands; The Brand Key; Service Marketing
  • Simulation: Group Assessment Exercise
  • Guest Lectures

Indicative learning resources - Basic reading

Basic reading:

Kotler, P. & Armstrong, G. (2012) Principles of Marketing, Pearson

Belz, F-M and K Peattie (2009) Sustainability Marketing, Wiley and Sons.



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