Programme/Approved Electives for 2023/24
Available as a Free Standing Elective
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.
Talis Aspire Reading ListAny reading lists will be provided by the start of the course.http://lists.lib.keele.ac.uk/modules/man-40128/lists
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: 1,2critically evaluate and synthesise appropriate responses to marketing problems and challenges: 1,2appropriately use and apply the marketing mix and relevant digital and non-digital resources: 1,2
12 hours of interactive lectures and 12 hours of seminars - either delivered over an entire semester or in block format dependent on whether the student has started their programme in September (over the entire semester) or January (block format)50 hours of directed reading and class preparation2 hour examination74 hours of independent study and preparation of assessments
1: Case Study weighted 30%
Description of Module Assessment
Group report of 2,500 wordsIn 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: Open Book Examination weighted 70%
Open-Book Assessment with a 28-hour windowOpen-Book assessment which will be available on the KLE for a 28-hour assessment window. Students should answer 2 of 5 questions and submit their answers via Turnitin. Although students have been given significant time to complete this assessment, we expect an active working time of no more than 2-3 hours. Answers should be as accurate and concise as possible. The paper has a 2,000-word limit. Any aspect of module content may be covered.