Program Overview

Course Details

Overview

This module critically evaluates the contributions of various schools of thought in marketing and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations.

Learning Outcomes

• Critically analyse the importance of marketing strategy in a contemporary context.
• Critically comprehend the implications of different strategic decisions for the firm.
• Critically evaluate and appropriately apply alternative strategies and tools involved in management.
• Critically evaluate the subject specific roles, features and relationships within and between firms.
• Demonstrate the ability to make informed management and leadership judgements and decisions.
• Question, critically assess and apply apposite management theory to complex questions.

Learning Methods

This module is delivered through means of distance learning and on a part time basis, where you can study at your own pace, no matter where you are in the world. A combination of interactive classes and recorded lectures are provided throughout the 6 months semester, providing participants with a good work-life balance.

Means of Assessment

This module is assessed by means of an individual assignment (40%) and examination (60%).

Course Content

What will you study on this course?

Unit One:

The Unit examines how organisations can operate this philosophy by analysing their customers and how decisions are made about purchases. On completion of this unit, you should appreciate:

• How the philosophy of marketing has developed over time
• The benefits of planning marketing
• How individual consumers behave
• How organisations buy
• The forces operating in the marketing environment
• How marketing research and information systems can assist in understanding environmental change
• Why and how markets should be segmented
• The unique characteristics of the marketing of services

Unit Two:

Unit Two starts from a recap of an organisation's orientation towards marketing & how this relates to a range of stakeholders in the marketing environment. It then examines how competing solutions can be analysed. On completion of this unit, you should appreciate:

• How to analyse competitors
• The sources of competitive advantage
• The management of existing products with a particular emphasis on the role of branding & re-branding
• The process of developing new products
• The pricing of products
• The issues of creating service offerings

Unit Three:

In this unit a broad outlook on "communicating" is presented:

• An awareness of the need to market not only to external customers, but also to internal customers to behave ethically in communicating with all stakeholders the benefits & challenges of a particular form of direct communication – the Internet
• The need for an Integrated Marketing Communications strategy
• The role of communication in the marketing of service activities

Course Cost

The cost of this course is £1,700.

Entry Requirements

Aimed at mid-career professionals working in the financial industry or regulation. Entry consideration will be given to individuals with minimal experience or qualifications.

English Language Requirements

Applicants must have a high level of fluency in the English language. The English language tests we normally refer to are as follows:

• IELTS: 6.0 (with no element below 5.5)
• Pearson PTE: a score of 56 (with no element lower than 51)
• Cambridge English Test – Advanced: 169 (with no element lower than 162)