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Description
In a hyper-connected environment, marketing is now a core function within organisations. The marketing team is responsible for supporting the organisation in driving brand reputation, new product development, expanding the customer base, and ultimately enhancing the financial performance of the organisation. With the increasing digitization of marketing and customer-brand interactions, marketers need to identify new and impactful ways of creating meaningful and relevant customer engagement.
The module will equip students with the skills and knowledge to understand the key functions of marketing, the principles of market and consumer research and the impact that emerging trends have on them, the importance of customer centricity, and focus on how consumers engage with organisations and businesses, the opportunities for new product development and enhanced brand positioning, as well as how marketing communications can be used to heighten awareness and build differentiation.
This is a practical and applied module with hands-on exercises and activities to engage and enhance students learning. Students have the opportunity to learn about the current marketing methods, techniques and strategies underpinned by the latest research and best-practice case studies.
Module deliveries for 2024/25 academic year
Last updated
This module description was last updated on 8th April 2024.
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