Marketing Dynamics Module Handbook 2023/24

Introduction from the Module Leader

Welcome to Marketing Dynamics. The module seeks to bring together a strategic approach to harnessing both traditional and digital based marketing concepts and activities as an integrated approach to identifying a range of challenges, opportunities and problem solving. This will provide students with the contemporary marketing knowledge and skills required to be a professional in the competitive digital world of the 21 st century.

The following information in this handbook has been designed to provide you with all the key information you require for this module. As a leading Chartered Institute of Marketing (CIM) delivery centre we have considerable experience of educating practitioners. The Marketing Subject Group includes CIM Members, Chartered Marketers and professional body Examiner/Senior Examiners who can offer you one of the most comprehensive introduction to marketing in the education sector. The following information in this handbook has been designed to provide you with all the key information you require for this module.

Module Aims

The aim of this module is to introduce students to the contemporary application of marketing theories and techniques, which are central to both driving and achieving success in the dynamic marketplace and ever- changing business environment.

The module will provide you with:

• Marketing: an art and science of satisfying customers
• Strategic marketing planning
• Consumer behaviour; organisational buyer behaviour
• Marketing Research
• The Marketing Mix - a customer centric mix; 4Cs; 4Ps
• Services Marketing and the Extended Marketing Mix; 7Ps
• Future themes – Digital, Social Media, Sustainability & Ethics.

Module Learning Outcomes

• Critically assess how a blend of key marketing concepts may be utilised to provide effective solutions in contemporary practice.
• Assess the marketplace and wider marketing environment as a means to identifying strategic implications for an organisation.
• Appraise and review how marketing planning co-ordinates integrated marketing solutions to practical business situations.
• Critically evaluate and apply a range of strategic marketing tools to create customer- oriented solutions and to satisfy corporate and marketing based objectives.