Marketing and Customer Engagement

Module description

This module introduces and develops an understanding of the use and application of a number of key marketing principles and tools: developing customer insights; market segmentation, targeting and positioning; branding; pricing; and integrated communications.  These practical aspects of marketing are examined in a range of organisational and environmental contexts.  Case studies and discussion examples are drawn primarily from the Business to Consumer domain, but Business to Business and social marketing contexts are also discussed.  A core theme is the shift in marketing approaches from traditional transactional models based on consumption, to more current models aiming to develop mutual, sustainable value relationships while encouraging behaviour change.

Internationalisation: This module is principle based and is applicable in any market, at any stage of development, and case studies and examples are drawn accordingly.

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

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

External Engagement: an external speaker will be invited to bring immediate, first-hand experience of developments in digital marketing and social media.

Ethics and Corporate Responsibility: the ethics of marketing to create ‘demand’, and in shaping communications choices, are discussed as specific topics.

Research in Teaching: The module builds on recent research and scholarship in the field of marketing, in particular well-established frameworks and theories are covered.

Full module specification

Module title:Marketing and Customer Engagement
Module code:MBAM923
Module level:M
Academic year:2016/7
Module lecturers:
  • Ward Crawford - Convenor
Module credit:10
ECTS value:






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

4 days

Module aims

Marketing is arguably the most strategic of business disciplines, as conversations between the organisation and its customers can and should form the basis for innovation and change, for the constant evolution of the offering  - what it is that the organisation does - to meet, or address, or even shape the needs of its customers.  That gives marketers great  pportunities in being catalysts for change, influencing not only how their customers perceive what is being offered and how they behave, but also the organisations’ perceptions of what they need to be doing to survive and grow.  How marketers communicate their insights and understanding within their organisations is almost as important as how they do it externally. This module aims to surface and explore the ways in which these conversations can be structured and organised, and to develop a good
understanding of the core approaches relevant to developing successful marketing strategies and marketing plans

ILO: Module-specific skills

  • 1. explain the role of marketing in organisations in different cultural and market environments.
  • 2. evaluate the impact of marketing on shaping customers’ choices, consumption and behaviour.
  • 3. assess the drivers and processes involved in understanding customer behaviour and its role in marketing strategy development.
  • 4. explain how organisations can develop successful segmentation, positioning, branding and communication strategies.
  • 5. demonstrate how the tools of marketing can be applied in non-commercial contexts.
  • 6. develop a coherent marketing plan, integrating an understanding of customer behaviour with the organisational and broader environment.

ILO: Discipline-specific skills

  • 7. analyse markets and describe relevant organisational strategies capable of addressing related marketing issues.
  • 8. demonstrate an integrated and holistic perspective when making strategic recommendations to issues related to growth, competition, and customer offering.

ILO: Personal and key skills

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

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
Scheduled Learning and Teaching28Lectures & Facilitated Group Discussions
Guided Independent Study72Reading, Research, Writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group Exercise Presentations20 minutes group presentations2, 4, 6, 9, 10Oral
Multiple choice test1 hour2, 3, 4, 6, 7, 8Oral

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
Assignment (individual)702500 words1, 3, 4, 5, 6, 7, 8, 10Written feedback
Assignment (individual)301250 words2, 3, 5, 10Written feedback

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual assignment 2500 words 1, 3, 4, 5, 6, 7, 8, 106 weeks after briefing
written assignment 1250 words1, 2, 3, 5, 106 weeks after briefing

Syllabus plan

Sessions will consist of a mix of the following indicative lectures, guest speakers, case study discussions, and small group exercises.

  • The Role of Marketing in Organisations
  • Marketing purpose, contribution, and strategy; sectors and offers
  • Understanding and Influencing Customer & Stakeholder Behaviour
  • Developing and leveraging actionable insights
  • Options for Participation and Reach
  • Market Participation choices;
  • Segmentation, Targeting and Positioning
  • Communication and engagement; integrated communications
  • Building Brands; The Brand Key;
  • Pricing strategies
  • Marketing ethics
  • Guest Lecture on Digital and Social Media

Indicative learning resources - 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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