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Sales, Marketing and Communication

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. 

Full module specification

Module title:Sales, Marketing and Communication
Module code:BEM2013DA
Module level:2
Academic year:2021/2
Module lecturers:
  • Dr Olga Andrianova - Convenor
Module credit:30
ECTS value:






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


Module aims

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.

ILO: Module-specific skills

  • 1. critically evaluate and analyse marketing theories, reviewing your own organisation’s 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 organisation’s 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 organisation’s 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

  • 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

  • 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.

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
Masterclass21Faculty-led workshops and seminars
Webinars11Online action learning set facilitated by module lead.
Professional development to underpin WBL project.40Guided independent study through online learning activities. Reading, case studies, professional practise forums..
Time at work228Time at work

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Completing weekly homework assignments which includes market analysisDuring the learner’s 34 hours of guided independent study1-6, 10, 12Interactive and embedded in a task Feedback method

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
Assignment502,000 words 1-6, Written
Assignment502,000 words 7-13Written

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
AssignmentAssignment 2,000 words (50%)1-6,August
AssignmentAssignment 2,000 words (50%)7-13August

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%

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.

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.

Module has an active ELE page?


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.

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