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MAN-40128 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2020/21 Last Updated: 25 February 2021

MAN-40128 - Marketing Management in the Digital Age
Coordinator: Helen A Millward Tel: +44 1782 7 33111
Lecture Time: See Timetable...
Level: Level 7
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2020/21

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

none

Barred Combinations

none

Description for 2020/21

This module focuses on the challenges and problems faced by marketing managers seeking to offer theoretically informed solutions to those problems and challenges in today¿s digital age. Students will gain the opportunity to consider real life marketing situations in creative and innovative ways, whilst also learning about the increasing importance of ethics and sustainability in marketing activities.

Aims
To provide an overview of the role of marketing within the organisation in the digital age and ways in which the process of marketing needs to be planned and managed in any given market.

Intended Learning Outcomes

critically analyse the recurring problems and challenges facing marketers as they match capabilities to markets: 1,2
critically evaluate and synthesise appropriate responses to marketing problems and challenges: 1,2
appropriately use and apply the marketing mix and relevant digital and non-digital resources: 1,2

Study hours

12 hours of lectures and 12 hours of workshops
50 hours of directed reading and class preparation
2 hour examination
74 hours of independent study and preparation of assessments

School Rules

None

Description of Module Assessment

1: Case Study weighted 30%
Group report of 2,500 words
In groups of around 3 to 4, students will respond to a marketing situation outlined in a case study. They will then need to choose and use tools/forms of analysis to understand the situation. They will then build upon that analysis to produce a marketing plan for the future, through the consideration of the marketing situation in innovative and creative ways. Students will receive a group mark for this assessment.

2: Exam weighted 70%
2 hour Examination
Take-away exam which will be available on KLE for 24-hours to answer and submit your answer via Turnitin File. Although students have been given significant time to complete this exam script, we expect most students to spend no more than 3 hours to complete and submit their answers via Turnitin (with a maximum of 2,000 words). Answers should be as accurate and concise as possible. Closed book 2 hour exam. Questions drawn from any area of the module, choosing 2 out of 5 questions.

This document is the definitive current source of information about this module and supersedes any other information.

Last Updated: 25 February 2021