Applied Marketing

Aims of the module

In this module, you will learn about the role of marketing in the organisation and the key concepts that underpin the activities of the marketer. You will explore the marketing environment, customer behaviour in the digital age, market research and the marketing planning process. This will include the marketing mix and a tactical planning framework to aid marketing effectiveness.

Module structure

The module comprises three units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination. By the end of this module you should be able to:

Unit 1: The Marketing Concept

Understand the contribution of marketing to the organisation (15%)
Know what influences customer behaviour across a range of contexts (15%)

Unit 2: Analysis and Insight

Understand the factors and trends in the marketing environment and how they affect marketing (15%)
Know a range of options for gathering relevant marketing information (15%)

Unit 3: Marketing Mix

Understand the application of the marketing mix within different marketing contexts (20%)
Know how to apply and adapt the marketing mix to satisfy customer needs and business goals (20%)

Assessment: Examination