Sales, Marketing and Communication
| Module title | Sales, Marketing and Communication |
|---|---|
| Module code | BEM2013DA |
| Academic year | 2021/2 |
| Credits | 30 |
| Module staff | Dr Olga Andrianova (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 12 |
| Number students taking module (anticipated) | 40 |
|---|
Module description
In the context of growing market competition and changes associated with the recent events such as the COVID-19 pandemic, organisations from both private and public sectors are focusing more on closer partnership across supply chain and a need for innovation in product and service design. At the same time marketers and people who take such responsibilities feel pressure to promote the products or services through either including harmful, immoral or misleading content or promises which cannot be fulfilled by the product or service.
This module will help you to explore the role of sales and marketing in the organisation and the key concepts that underpin the responsible behaviour of the marketer in the world today. The module will enable you to widen and deepen your understanding about how the sales and marketing strategy in your organisation is created and the challenges and opportunities it faces. You will also learn that commercial marketing solutions can be creative while taking into account business responsibilities towards society and the environment.
The module will cover theories, tools and techniques that explore the marketing environment, customer behaviour in the digital and the COVID-19 pandemic age, market research, segmentation and targeting relevant markets and customers (global and local) as well as analysis of opportunities, innovation design and the marketing communication. We will also look at the various issues and solutions concerning ethical and responsible behaviour in connection with product making, advertising, marketing and sales promotion.
Module aims - intentions of the module
The module comprises three units with three learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of two written assignments. By the end of this module you should be able to:
Unit 1 (weeks 1-3) - Responsible Sales and Marketing Strategy
- Understand the contribution of sales and marketing to the organisation and the role of marketer
- Understand the factors and trends in the marketing environment and how they affect marketing
- Able to examine current trends including globalisation, consumption patterns, sustainability, social responsibility, ethics and social choices
Unit 2 (weeks 4 – 8) – Responsible Marketing Analysis
- Know what influences customer behaviour across a range of contexts
- Know a range of options for gathering relevant marketing information
- Able to analyse and reflect on customers’ insights, decision-making and responsible consumption
Unit 3 (weeks 9-11) – Responsible Sales and Marketing Communication
- Understand the application of the marketing mix within different marketing contexts
- Know how to apply and adapt the marketing mix to satisfy customer needs and business goals
- Able to apply creative solutions to meet customers’ needs while taking into account business responsibilities towards society and the environment.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. critically evaluate and analyse marketing theories, reviewing your own organisations marketing and/or sales strategy in the context of these and applying them to effectively manage substantial change in a selected area of your organisation (CMI LOs on strategy A1, A3 and D1 on change A2)
- 2. analyse an organisations marketing environment, evaluate competitive positions, and identify the need for product innovation using appropriate marketing concepts (CMI D4)
- 3. Analyse opportunities and ways to market the new product and service design through the application of appropriate marketing models (CMI D2 and D3)
- 4. develop and deliver marketing communication plans, being able to set targets and KPIs, manage resources, and monitor and measure outcomes to establish operational effectiveness, efficiencies and excellence (CMI A1 and A4 )
- 5. review own organisations marketing strategy and plans and take and manage risk, monitoring and evaluation, and quality assurance to determine and drive customer service outcomes to improve customer relationships (CMI A1, A4, and D4)
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 6. explain how managers can support the development of organisational marketing strategies and plans including those that require significant management of change (CMI D1 and A1)
- 7. deliver successful outcomes demonstrating the effective use of wide support from a range of sources (CMI A3)
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 8. demonstrate different forms of communication (written, verbal non-verbal, digital) and how to apply them to maintain personal presence and present to large groups
- 9. demonstrate interpersonal skills awareness including effective listening, influencing techniques, negotiating and persuasion
- 10. communicate clearly, effectively and regularly using oral, written and digital channels and platforms
- 11. use active listening and open questioning to structure conversations and discussions, and able to challenge when appropriate
- 12. manage and chair meetings and clearly present actions and outcomes.
- 13. apply influencing and persuading skills, to the dynamics and politics of personal interactions.
Syllabus plan
The module consists of three blocks of study.
- Responsible Sales and Marketing Strategy - examines the nature of sales and marketing activities and how the adoption of marketing concepts, frameworks and techniques can be applied to manage multiple marketing objectives responsibly.
- Responsible Marketing Analysis considers how to apply marketing concepts to analyse your current and future markets to learn why your customers or clients purchase from your organisation and what you could offer to attract more customers. You will learn about a variety of decision-making frameworks for analysing ethical dilemmas, issues and ideas for marketing practice. Finally, you will look at confronting these dilemmas by examining customers’ behaviour, influencing factors and ways of responding.
- Responsible Sales and Marketing Communication introduces to the idea that commercial marketing practices can take into account business responsibilities towards society and the environment. The concept of responsible marketing communication is outlined, including advertising, direct marketing, branding, packaging, your online presence, printed materials, PR activities, sales presentations, sponsorships, trade show appearances and more.
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 260 | 40 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Masterclass | 21 | Faculty-led workshops and seminars |
| Webinars | 11 | Online action learning set facilitated by module lead. |
| Professional development to underpin WBL project. | 40 | Guided independent study through online learning activities. Reading, case studies, professional practise forums.. |
| Time at work | 228 | Time at work |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Completing weekly homework assignments which includes market analysis | During the learners 34 hours of guided independent study | 1-6, 10, 12 | Interactive and embedded in a task Feedback method |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Assignment | 50 | 2,000 words | 1-6, | Written |
| Assignment | 50 | 2,000 words | 7-13 | Written |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Assignment | Assignment 2,000 words (50%) | 1-6, | August |
| Assignment | Assignment 2,000 words (50%) | 7-13 | August |
Re-assessment notes
All passed components of the module will be rolled forward and will not be reassessed in the event of module failure.
Defer – as first time
Refer – capped at 40%
Indicative learning resources - Basic reading
Bandyopadhyay, C., & Ray, S. (2019). Responsible marketing: can social enterprises show the way?. Journal of Nonprofit & Public Sector Marketing, 31(2), 164-183.
Charter, M. (Ed.). (2017). Greener marketing: A responsible approach to business. Routledge.
Farris, P., Bendle, N., Pfeifer, P., & Reibstein, D. (2017). Key marketing metrics: the 50+ metrics every manager needs to know. Pearson UK.
Gupta, C. B., & Nair, R. (2020). Marketing Management, CB Gupta & N. Rajan Nair. Sultan Chand & Sons.
Kotler, P. T. (2019). Marketing management. Pearson UK.
Indicative learning resources - Web based and electronic resources
CMI - Management Direct - an online management resource portal. Management Direct allows managers at any level to learn, research and think. It offers fast, 24-hour access to the latest digital content to help overcome hundreds of managerial challenges from absence to performance to change: 5 minute, 20 minute and extended briefings; Creative tools for problem solving; Hundreds of checklists and interactive scenarios to aid self-directed learning; Self-Assessments and automatic CPD recording/reporting; Document templates and best practice guides.
| Credit value | 30 |
|---|---|
| Module ECTS | 15 |
| Module pre-requisites | None |
| Module co-requisites | None |
| NQF level (module) | 5 |
| Available as distance learning? | Yes |
| Origin date | 13/10/2020 |
| Last revision date | 13/10/2020 |
