Module
Marketing Operations
Full module specification
Module title: | Marketing Operations |
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Module code: | EXE2103 |
Module level: | 2 |
Academic year: | 2021/2 |
Module lecturers: | |
Module credit: | 20 |
ECTS value: | |
Pre-requisites: | Marketing to level 1 |
Co-requisites: | |
Duration of module: |
Module aims
This module will enable students to build on the knowledge of marketing basics given at level 1. It will provide students with a sound understanding of the marketing planning process and the marketing mix tools that contribute towards the effective implementation of marketing strategy. This module requires students to explore the multiple relationships which need to be formed and maintained to retain customers.
ILO: Module-specific skills
- 1. Understand and appreciate the marketing process and the importance of quality to the customer and the organisation.
- 2. Conduct a basic marketing audit considering internal and external factors.
- 3. Understand the process of marketing planning at the operational level
- 4. Explain the need to select and integrate marketing tools to achieve effective implementation of plans
ILO: Discipline-specific skills
- 5. Understand a range of different concepts and perspectives
- 6. Apply these concepts to the understanding and solution of marketing problems and situations
- 7. Conduct appropriate research using primary and secondary sources and analyse results
ILO: Personal and key skills
- 8. Communicate ideas effectively in a variety of different formats
- 9. Work with others as a member of a project team
- 10. Manage time and prepare work for a strict deadline
- 11. Demonstrate information technology skills
Summative assessment (% of credit)
Coursework | Written exams | Practical exams |
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40 | 60 | 0 |
Details of summative assessment
Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
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Assignment | 40 | 3000 words | ||
End of module examination | 60 | 2 hours | ||
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0 | ||||
0 | ||||
0 |
Syllabus plan
- The Marketing Process
- Market Orientation
- TQM and barriers to implementation
- The Marketing Planning Process
- Conducting a Marketing Audit
- Analysis of an organisation’s marketing environment
- The Marketing Mix: Promotional Operations
- Pricing Operations
- Product Operations
- Place Operations
- Market Relationships and the importance of marketing ethics and social responsibility
Indicative learning resources - Basic reading
Adcock, Dennis et al, (2001) Marketing Principles and Practice, 4th Edition, London: Pitman
Banks, J (2000) The Essence of Total Quality Management, Prentice Hall
Bell, D (2001) Managing Quality,2nd Edition Butterworth-Heinemann
Brassington F and Pettitt S, (2003) Principles of Marketing, 3rd Edition, London: FT/Prentice Hall
Davies M, (1998) Understanding Marketing, London: Prentice Hall
Dibb, S et al (2001) Marketing: Concepts and Strategies 4th Edition, Houghton Mifflin
Doyle P, (1998) Marketing Management and Strategy, Prentice Hall
Fifield, P (1998) Marketing Strategy 2nd Edition, Butterworth Heinemann
Hatton, A (2000) The Definitive Guide to Marketing Planning, FT/Prentice Hall
Jobber D, (2001) Principles and Practice of Marketing, 3rd Edition, London: McGraw Hill
Kotler P et al, (2001) Principles of Marketing 3rd Edition, London: FT Prentice Hall
Lancaster and Massingham, (1994) Marketing Management, McGraw Hill
Lancaster and Massingham, (1993) Essentials of Marketing, McGraw Hill
McDonald, M (2002) Marketing Plans: How to Prepare Them, How to Use Them 5th Edition, Butterworth Heinemann
O’Connor J and Galvin E, (2001), Marketing in the Digital Age, 2nd edition, London: Prentice Hall
Oakland J S and Porter L J, (2003) TQM: Text with Cases, 3rd edition, Butterworth-Heinemann
Seybold, P.B. with Marshak, R.T. & Lewis, J.M. (2002), The Customer Revolution
Stokes D, (1997) Marketing: A Case Study Approach , Letts Educational
Wilson and Gilligan, (1997) Strategic Marketing Management, Butterworth-Heinemann
Module has an active ELE page?
Yes
Indicative learning resources - Web based and electronic resources
Journals/Articles/other source material:
The Guardian Online
The Sunday Times
Marketing
Marketing Week
Marketing Business
Videos: Marketing Basics EBC
The Marketing Mix at Cadbury’s TV Choice
Marketing Decisions TV Choice
What is Marketing? TV Choice
Websites:
Last revision date
06/01/2022