Last modified: 22 May 2019 17:07
The ability of marketing functions to deliver data and intelligence on customers, markets and economies is changing at a fast pace and this is facilitated by fast access to trends and information via social media and the internet. Mistakes and poor practice are punished in the marketplace via dynamic media, adding new pressure and additional control dimensions to the job of the marketer. Partnering and co-creation has become a core feature of marketing activity and this often transcends national borders. Creating and sustaining value has become a complex process that depends on adaptive practices and creative processes. This course begins with a critique of the traditional, neo-classical view of marketing and develops a complex critique that synthesizes reputational challenges and fast-moving technology and media to create a deep understanding of how marketing is changing and how effective marketing can be conceptualized and implemented.
| Study Type | Postgraduate | Level | 5 |
|---|---|---|---|
| Term | Second Term | Credit Points | 15 credits (7.5 ECTS credits) |
| Campus | Off-site | Sustained Study | No |
| Co-ordinators |
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This course considers marketing as the nexus point of value creation and reputation management. This is integrated with the traditional view of functions of marketing departments in providing analytical intelligence and data on customers and markets, integrated product development, branding and communication plans and incentivising and managing distributive aspects of business. The multi-dimensional and dynamic nature of brand and reputation is critically evaluated against the need for organisational monitoring and control in this field. The balance between value creation and co-creation, sustainability and ethics are juxtaposed with functional requirements and expectations of marketing functions to produce a contemporary overview and deep understanding of how marketing is changing as a core function of business.
Information on contact teaching time is available from the course guide.
1st attempt: 5,000 word assignment (100%).
Resit: repeat of the summative assessments.
There are no assessments for this course.
Feedback will be continuous and rapid and will be conducted by Personal Tutors who will be readily available to communicate with students. There will be adherence to the Institutional Framework for the Provision of Feedback.
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