MKT703 Marketing

Module Title: Marketing

Module Handbook 2022/23
Module Code: MKT703 (CRN31621)
Department of Management, Leadership and Marketing

Janette Sheerman
Module Coordinator
Room Number: BC-09-210A
Email: [email protected]
Phone Number: 028 9036 8437
Office Hours: By appointment

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of 23
Table of Contents

Welcome...................................................................................................................................................................... 3

1. Module Overview and Communication ............................................................................................................... 4

2. Aim & Learning Outcomes .................................................................................................................................. 5

3. Assessment and Feedback .................................................................................................................................. 6

Standard Assessment Guidance .........................................................................................................................................8
Coursework 2 Assessment Rubric / Marking Proforma .................................................................................................. 10

4. Learning Resources............................................................................................................................................12
Library’s Support Services ............................................................................................................................................... 13
Blackboard Learn Student Orientation Course ............................................................................................................... 13

5. Organisation and Management..........................................................................................................................13

6. Learning and Teaching Methods ........................................................................................................................14

Teaching and Learning Plan ............................................................................................................................................ 16

7. Student Voice & Support Services ......................................................................................................................22

UUSU Advice Bureau Service ........................................................................................................................................... 22
UU Student Wellbeing Service......................................................................................................................................... 23

Academic Year 2022/23 - Semester I Page 2 of 23

Welcome

Welcome,
Hello and welcome to the MKT703 Marketing module.
Kind regards,
Janette Sheerman and Eileen Doherty,
September 2022

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1. Module Overview and Communication
Course/s: MBA

Module Details
Module Title Marketing

Module Code MKT703 Module Level 7

Credit points 15 Module Status Core

Semesters 1 Location Belfast

E-learning Blended online and face to face

Contact Details and Communication Methods

Module Coordinator Janette Sheerman

Janette Sheerman
Email: [email protected]

Teaching Staff
Eileen Doherty
Contact Details
Email: [email protected]

Virtual Office Hours: Wednesday 14.15 – 17.15 by appointment

If you require advice or guidance on any aspect of the module, please read the
guidance provided here, in the Module Handbook.
For ‘General Queries’, please utilise the class Discussion Board. For specific
queries or studies advice, you can avail of the ‘Virtual Office Hours’. Contact any
General member of the teaching team by email to arrange a suitable appointment.
Information, Queries
and Consultations Please note, we aim to respond to all queries within 24 hours.
Key announcements will be presented during tutor-led activities.
Out of class communication including notifications, reminders, etc will be
distributed via the Blackboard Announcement tool. You will receive a
duplication of the announcement direct to your student email inbox.
Module
Announcements It also advisable that you download the ‘Blackboard’ App as an alternative to
access these announcements, notifications, reminders as well as content.
2. Aim & Learning Outcomes

Module Rationale

This module will provide you with an understanding of the fundamental concepts of marketing.
"Marketing is the distinguishing, unique function of the business. Marketing is so basic that it
cannot be considered a separate function within the business, on a par with others such as manufacturing or
human resource management, it is first a central dimension of the entire business. It is the whole business
seen from the point of view of its final result; that is from the customers' point of view. Concern and
responsibility for marketing must, therefore, permeate all areas of the enterprise" (Peter Drucker).
This Marketing module focuses on the challenges management face in developing and implementing both a
marketing philosophy and successful marketing programmes. The critical importance of marketing arises from
its role as the boundary function between the organisation and the marketplace. Changes in the market
require changes from the company; changes made by the company create changes in the market. Marketing
is concerned with managing this ever-changing relationship. The logic of marketing is deceptively simple;
achieving marketing advantages over competitors, however, but this requires a broad set of competences.
These issues and more form the basis of this module.
Marketing provides an organisation wide ethos, which help nurture success by focusing on the customer.
The aim of this module is to provide students with an understanding and appreciation of the fundamental
concepts and principles of marketing. In addition, it aims to develop student understanding regarding the
relevance of these concepts to successful performance within the organisation. In today's competitive
environment, marketing represents a key requirement for survival. As such, the context and methods of
marketing continue to change. This module should therefore equip students not only with understanding
but also the thirst to examine marketing practice further and provide a contemporary appreciation for how
this discipline is evolving and how best to overcome associated challenges and complexities to maximise
profit impact for all organisations.

Overall Aim of the Module

This module aims to familiarise students with the management issues of marketing analysis, marketing
planning and marketing implementation in a range of contexts, including private and public sectors, goods
and services industries, and in industrial and consumer markets. The course also demonstrates the role of
marketing and marketing thought in other areas of businesses activity, particularly in business strategy.
On completion of the course, students will be able to:
• To recognise the role of marketing in management thinking and practice;
• To develop an understanding of the nature of markets in a dynamic, global, information-
intensive environment;
• To understand fundamental concepts, processes and managerial frameworks of marketing;
• To develop competence in the application of tools and techniques for marketing analysis,
planning and implementation.
Learning Outcomes

What you should be able to do by the end of this module.

Successful students will be able to:

1 Understand the importance of the consumer in all aspects of marketing and evaluate this.
2 Discuss and explain the difference between the various elements of the process of marketing and
their interrelationships.
3 Understand the importance of market research and its role in informing marketing decisions
and activities.
4 Identify the altering importance of marketing mix elements within different business contexts

3. Assessment and Feedback

What you need to do to demonstrate achievement of learning.

This module will be assessed via two items of assessment

Assessment Type Weighting (%)
Coursework 1 Class Test (Online) 20%
Coursework 2 Written Tasks (1-3) 80%

COURSEWORK 1: Individual Class Test – (20% of overall mark)

Class Test during week 6 seminar slot (Wed 2nd November 2022 @ 16.00-17.15)

Students will undertake the test on Belfast campus. The test itself will be made available via the Blackboard Learn
portal and the ‘Assessment’ link.

Students can attempt the test only once. Once the test has started it will remain open for 60 minutes only.

Within this 1 hour and 15mins the students will be asked to answer 40 questions. Questions will be in the form of
multiple choice, multiple answer and true/false and derived from the following topic areas covered in the module so
far:

• Plagiarism for Level 7 study

• Harvard referencing in the context of marketing
 • Philosophy, Key role and definition of Marketing, the marketing process and concept, situational and
environmental analysis, market research and contemporary vs traditional marketing (weeks 1-5)

Results from this class test will be returned to each student immediately upon completion.

COURSEWORK 2: Written Tasks - (80% (combined) of overall mark)

“Based on a company of your choice, please prepare a marketing analysis based on the key concepts and
models delivered in this module using the structured tasks outlined below. This should clearly reflect
the marketing concepts, tools and marketing mix as discussed in class.”

PLEASE COMPLETE TASKS 1, 2 & 3 BELOW:

Task 1 - Organisational overview, environmental and digital transformation analysis (1000 words) - (40%) for
example:
• Provide an up-to-date overview and a brief historical background of the organisation you have selected,
• Undertake a micro and a macro environmental (PESTLE and SWOT) analysis and indicate why these are
used,
• Outline the organisation’s current approach to marketing with examples (i.e. is it traditional or digital
marketing or a combination of both?) and
• What their future marketing approach may look like (giving examples of techniques, tools they may use).

Task 1 should be completed and submitted in MS Word Format via Turnitin to the Blackboard Learn Module

Assessment area no later than 5pm on Week 9 Wednesday 23 November 2022.

Task 2 - Marketing Mix (7ps) (1000 words) - Outline and discuss the organisation’s approach to the following
elements of the marketing mix: (30%)
• Product — the product and service portfolio
• Promotion — pull or push communication strategy including choice of medium — digital
and/or traditional
• Price — i.e. premium, skimming, economy/value or penetrative pricing
• Place — choice of distribution strategy
• People – the people who make contact with customers in delivering the product or
service
• Process - the key systems and processes that deliver a product to a customer
 • Physical evidence - the elements of the physical environment that the customer
experiences
Task 3 - Reflective statement (500 words) - Highlight your learning experiences from the module using a
recognised Reflective Practice Model, for example Gibbs or Kolb (10%).

Tasks 2 and 3 should be completed and submitted in MS Word Format via Turnitin to the Blackboard Learn

Module Assessment area no later than 5pm on Week 12 Friday 16th December 2022.

Coursework Feedback
Feedback on the assessment will be provided via Blackboard within three weeks of the submission date
(excluding the Christmas and New Year holidays).

Standard Assessment Guidance

The following guidance is applicable to all coursework items.

1) Marks are awarded for content, quality of discussion and effective use of referencing. To achieve
high marks, students will be expected to demonstrate a familiarity with the wider literature in the
subject area, and not merely an ability to re-produce the lecture notes. Higher marks will also be
awarded to students who provide strong evidence of analysis and critical evaluation of the various
marketing concepts and techniques identified and their application to real world situations.
2) Work should include references to books and journal articles and other relevant publications, and
should be properly laid out using the Harvard system of referencing as indicated below:
Buzzell R., (1968) ‘Can you standardise multinational marketing’, Harvard Business Review, (Nov-
Dec) 46, pp102-113.

Jeannet J.P. and Hennessey H.D., (2004) Global Marketing Strategies. 6th ed. Houghton Mifflin.
More detailed guidance is available in the ‘Guide to Referencing in the Harvard Style’. We
encourage you to avail of the Academic Support via the Library’s Support Service, further details in
the Library Support Services Section.
3) Marks will be deducted for incomplete or inaccurate referencing.
4) Students may make multiple submissions in advance of the due date to
receive feedback via Turnitin on their academic writing style (similarity
score) and any potential plagiarism issues. A similarity score of less than
20% is acceptable.
5) Studiocity: This is an additional tool which you can use to get some

initial (independent) feedback on draft work.

6) Students must adhere to the word limit policy so as to avoid penalties as follows:
+10% - no penalty
+>10% - 20% - 5% penalty
+>20% - 30% - 10% penalty
+>30% - 40% - 15% penalty
+>40% - 50% - 20% penalty
+>50% - maximum mark of 40
Coursework Assessment Rubric / Marking Proforma
To aid student understanding, is advisable to explain the rubric/marking proforma to your students in an assessment preparation session.

Level 7 Qualitative Grading Criteria

Classification % Range Content Application of Theory Knowledge & Evidence of Referencing & Presentation,
Understanding Reading Bibliography Grammar & Spelling
With 70 – 100 Critical insightful Extensive evidence of Exceptional knowledge Extensive Outstanding Outstanding, well-
commendation evaluation & synthesis of advanced applications & conceptual evidence of referencing & directed presentation,
the marketing approach of marketing theory and understanding of recommended bibliography logically & coherently
of the organisation. tools&/or empirical complex &/or reading and structured, using
Excellent background of results, where specialised principles & integrating correct grammar,
the organization applicable, informed concepts & the supplementary spelling & citation.
discussed in a marketing extensively by current development & sources
context. High level of research & practice in advancement of
reflective practice the area marketing strategy and
demonstrated. practice
Demonstrates the ability
to pursue research at
Doctoral level
60 – 69 Critical evaluation & Very good and clear Wide knowledge & Very good Comprehensive Excellent
synthesis of the evidence of relevant depth of understanding evidence of referencing & presentation, logically
marketing approach of applications &/or of complex &/or recommended bibliography structured, using
the organisation. Very empirical results of specialised principles & reading and correct grammar &
good background of the marketing theory and concepts and the extensive citation
organization discussed in tools, where applicable, development of reading of
a marketing context informed by current marketing strategy and supplementary
Includes an original & research & practice in practice sources
reflective approach the area
50 – 59 Some good critical Good evidence of Appropriate knowledge Good evidence Adequate Orderly presentation,
Pass evaluation of the relevant applications & depth of of recommended referencing & clear structure &
marketing approach of &/or empirical results of understanding of key reading with bibliography acceptable grammar
the organisation marketing theory and principles & concepts some & spelling
included. Good tools, where applicable with some supplementary
background of the with some links to understanding of their sources
organization discussed in current research in the development of
a marketing context area marketing strategy and
Includes key issues & practice
material
45 – 49 Some evaluation & Occasional relevant Basic knowledge & Limited evidence Limited Adequate
Fail synthesis of issues & applications &/or depth of understanding of referencing & presentation &
(condonable) material. Some empirical results of of key principles & recommended bibliography structure, grammar,
background of the marketing theory and concepts of marketing reading spelling & citation
organization discussed in tools, where applicable strategy and practice
a marketing context
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 31 – 44 Limited evaluation & Limited applications Limited &/or superficial Minimal Inadequate Poor presentation &
Fail synthesis of issues & &/or empirical results of knowledge of key evidence of referencing & structure, grammar,
material. Limited marketing theory and principles & concepts of recommended bibliography spelling & citation
background of the tools , where applicable marketing strategy and reading
organization discussed in practice
a marketing context
0 – 30 Little or no evaluation & Little or no evidence of Virtually devoid of any Little or no Inadequate Inadequate
Fail synthesis of issues and relevant application evidence of knowledge evidence of referencing & presentation,
material. No background &/or empirical results of & understanding of recommended bibliography structure, grammar,
of the organization marketing theory and marketing strategy and reading spelling & citation
discussed in a marketing tools. practice
context

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4. Learning Resources
Reading List
Books Required (Must read)
Fahy, J. and Jobber, D. (2019), Foundations of Marketing. 6th edition. London: McGraw-Hill Higher Education.
Ebook in stock
Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T., (2019). Marketing Management. 4th European
Edition, Harlow: Pearson Education. Ebook in stock
Chaffey, D. and Chadwick F.E. (2019) Digital Marketing – Strategy, Implementation and Practice, Seventh Edition,
Pearson. Ebook in stock
Books Recommended (Should read/ Could read)
Hooley, G. (2020) Marketing strategy and competitive positioning. 7th ed. Harlow, UK: Pearson Education Ebook
in stock: https://catalogue.library.ulster.ac.uk/items/1483616
Rogers, D.L. (2016) The Digital Transformation Playbook: Rethink Your Business for the Digital Age. Columbia
University Press. . Ebook in stock: https://catalogue.library.ulster.ac.uk/items/1431205
Toulouse, N., Peñaloza, L. and Visconti, L.M. (2020) Marketing Management: A Cultural Perspective. 2nd ed.
Milton: Taylor & Francis. Ebook in stock: https://catalogue.library.ulster.ac.uk/items/1487599
Lewrick, M., Link, P. and Leifer, L. (2018) The design thinking Playbook: mindful digital transformation of teams,
products, services, businesses and ecosystems. Hoboken Fl: John Wiley & Sons, Incorporated. Ebook in stock:
https://catalogue.library.ulster.ac.uk/items/1466480
Mishra, A.P. and Ranjan, A. (2019) A Modern Playbook of Digital Transformation. New Delhi: SAGE Publications.
Ebook in stock: https://catalogue.library.ulster.ac.uk/items/1498390
Useful Journals
Marketing
Journal of Marketing, Journal of Marketing Management, Industrial Marketing Management, European Journal of
Marketing, Marketing Intelligence and Planning
General:
Harvard Business Review, MIT Sloan Management Review, California Management Review, Business Horizons,
Academy of Management Executive
Magazines:
Business Review Weekly, Fast Company, Marketing Management, Marketing Research, Marketing, Fortune,
Business Week, The Economist, Marketing Week
Useful Library Databases & Websites
Harvard Business Review: http://hbr.org/
Financial Times: http://www.ft.com/home/uk
Booz & Co.: http://www.booz.com/
Wall Street Journal: http://europe.wsj.com/home-page
Bain & Company: www.bain.com
McKinsey & Company: www.mckinsey.com
Boston Consulting Group: www.bcg.com

Recommended databases: [go via Ulster Library Databases page for access instructions and guides]
IBISWorld https://library.ulster.ac.uk/electronic/check/eiscard.php?eisno=766
Marketline https://library.ulster.ac.uk/electronic/check/eiscard.php?eisno=867
Mintel https://library.ulster.ac.uk/electronic/check/eiscard.php?eisno=178
WARC https://library.ulster.ac.uk/electronic/check/eiscard.php?eisno=498
Marketing Mentor https://library.ulster.ac.uk/electronic/check/eiscard.php?eisno=656
Username: ulster; Password: ulster

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Library’s Support Services
In collaboration with teaching staff, your Business Librarian will be delivering timetabled workshops
to ensure you are able to make the best use of the Library’s services and information resources in
successfully completing your coursework. Furthermore, if you need specific help with an
assignment or dissertation then you can make an appointment to meet with your
Business Librarian by email, phone or through using the appointments schedule.
Online support is also available through the Library’s subject pages for Business and
Management and these provide help in developing your information and
research skills through literature searching , academic writing support and
referencing.

Blackboard Learn Student Orientation Course

It is highly recommended that you complete the above online course to get familiar with Ulster’s
Virtual Learning Platform, Blackboard Learn. The course is accessible from your ‘Course List’ in your
Blackboard Area.

5. Organisation and Management

These are the types of learning activities that will make up your weekly timetable.

MKT703 Marketing, is a 15-credit point module, this requires 150 hours of your
commitment, distributed through the following learning and teaching activities over
the 12-week semester:

Activity Duration Total Hours

Multi-Media Lecture & Class Activities 1 hour 12

Online Tutorial 1 hour 12

Directed Learning Activities 1 hour 12

Independent Study – Assigned reading and note-taking 4 hours 48

Independent Study – Assessment Activities & Tutorial Preparation 6 hours 66

TOTAL 150

The teaching and learning plan provide a more detailed overview of content on a weekly basis.

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Module delivery will consist of lectures and a one-hour tutorial.

Scheduled Session: WEDNESDAY 14.15 – 17.15

Belfast Campus BC-08-104/104A

Tutorials times will vary, keep an eye on the teaching plan for specific times and topic for live
sessions. Attendance at sessions is mandatory and most important and therefore will be
monitored.

6. Learning and Teaching Methods

These are the type of learning activities you will experience in this module.

The module is delivered fully online via Blackboard Learn and will be
facilitated through the provision of the following learning and teaching
activities:

• Live Multi-Media Lectures: We will be

utilising live Blackboard Collaborate Ultra sessions and pre-
recorded videos to introduce you to new topics and application of
theories via mini-lectures combined with in-class activities.
• Directed Learning: These will be set activities to extend your learning. They maybe
individual/ groupwork based. It may be supplemented with recorded mini lecturers.
• Online Tutorials: These will allow you to consider particular topics or specific questions for
further exploration within small groups. We will be utilising the ‘break-out’ facility within
Collaborate Ultra and/or the Discussion Board.
• Webinars (Seminars): These will take different forms and may include; students doing
presentations on set topics; lecturers giving extended mini lectures; study questions being set
so that students can discuss them in a large group. They are much less formal than lectures and
designed to give you time to discuss texts and deepen your understanding of the topics at hand
and the course itself. We will be utilising Collaborate Ultra.
• Discussion Board: These will be utilised to continue in-class discussions and/or discussion of
new set topics. Blackboard Learn, Discussion Board Tool will be utilised.

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 • Online Resources: These will be an integral part of the delivery. See the library reading list
below which is also accessible via Blackboard Learn. You will be directed to academic,
professional and open content resources to extend your knowledge, understanding and
application.
• Independent Study: Utilise this time to prepare for tutorials/seminars and research your
assessment tasks.
• Studiocity: This is an additional tool which you can use to get some initial (independent)
feedback on draft work.
• Electronic Assessment: TurnItIn Feedback Studio and/or Blackboard Learn Assessments will
enable assessment information submission and feedback delivery.

Blackboard Learning Support

If you require help or support with any of the digital learning tools, please view
Ulster’s Blackboard Student Support area.

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Teaching and Learning Plan

Topic Title Curriculum Content Independent/Directed Study, includes: Required

Reading, Tutorial preparation, and/or Assessment
Preparation
Week 1 – Introduction Module Welcome Library Induction
to the module Introductions and welcome
Janette Sheerman and Overview of Module Handbook and the Blackboard Area
Harvard Business Review article the 5 Dimensions of
Eileen Doherty
Curiosity
28/9/22
Kashdan, T et al (2018), The Five Dimensions of
Curiosity, Harvard Business Review, Sept/Oct.
Vol96, Issue 5, p58-60
Week 2 – Introduction Learning Objectives: Reading:
to the Assignment To understand the requirements for assessment. UUBS Harvard Referencing Guide
Eileen Doherty To undertake market research on an organisation and sector https://www.uopeople.edu/blog/why-is-critical-
05/11/22 To evaluate existing research skills thinking-important/

Week 3 Lecture – The Learning Objectives: Reading:

Nature of Marketing Understand the module and assessment requirements Fahy and Jobber (2019), Chapter 1
Janette Sheerman Understand what marketing is and how it can create value Kotler & Keller (2019) Chapter 1
12/10/22
Content:
The Nature of Marketing
What is marketing?
The nature of customer value
The role of marketing
The development of marketing – marketing concept/philosophy
What is contemporary marketing?
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Teaching and Learning Plan

Topic Title Curriculum Content Independent/Directed Study, includes: Required

Reading, Tutorial preparation, and/or Assessment
Preparation
Library Session with Sarah Smythe 3.15 – 5.15
Week 4 - Marketing Learning Objectives: Reading:
Research Understand the importance of marketing information and customer Fahy and Jobber (2019), Chapter 4
Eileen Doherty insights Kotler & Keller (2019) Chapter 6
Online via blackboard
collaborate Content:
The role of customer insights and what constitutes effective
Seminar marketing research
Preparation for the Approaches to conducting marketing research and the marketing
online test research process
Eileen Doherty Marketing intelligence systems
The research process

Week 5 - The Learning Objectives: Reading:

Marketing Environment Understand what is meant by the term marketing environment and Fahy and Jobber (2019), Chapter 2
Janette Sheerman the distinction between the macro and micro environment Kotler & Keller (2019) Chapter 5

19/10/22 Content:
The macro and micro environment and their connectedness
The impact of Political, Economic, Societal, Technological, Legal and
Environmental forces on marketing management
Dealing with and analysing the competition

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Teaching and Learning Plan

Topic Title Curriculum Content Independent/Directed Study, includes: Required

Reading, Tutorial preparation, and/or Assessment
Preparation

Week 6 - Digital Learning Objectives: Reading:

Marketing Understand what is meant by digital marketing and the impact and Chaffey and Chadwick (2019), Part 1
Eileen Doherty benefit of digital marketing in the business context Fahy and Jobber (2019), Chapter 11

02/11/22 Content: ED
What is Digital Marketing?
Class Test (4.00- Digital v traditional marketing approaches
How has digital marketing transformed marketing?
5.15) Benefits of Digital Marketing
Tools to support Digital Marketing
Application of Digital Marketing

Week 7 - Understanding Learning Objectives: Reading:

the Customer Understand the key dimensions of customer behaviour and buying Fahy and Jobber (2019), Chapter 3 and 5
Janette Sheerman behaviour Kotler & Keller (2019) Chapter 7 and 10
Understand what is meant by market segmentation, targeting and Chaffey and Chadwick (2019), Chapter 7
09/11/22 positioning in a marketing context

Content:
How consumer and situational characteristics influence buying
behaviour
How consumers make purchasing decisions
How marketers analyse consumer decision making
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Teaching and Learning Plan

Topic Title Curriculum Content Independent/Directed Study, includes: Required

Reading, Tutorial preparation, and/or Assessment
Preparation
Bases for segmenting consumer markets, targeting and positioning

Week 8 - Creating Learning Objectives: Reading:

Customer value through Understand what is meant by the term marketing mix Fahy and Jobber (2019), Chapters 6, 7, 8, 9, 10
the Marketing Mix The Marketing Mix 4P’s and 7P’s explained
Janette Sheerman Understand the first 4ps of the marketing mix and how they
contribute to creating customer value
16/11/22
Content:
Submit Product - What is meant by a productor service in marketing terms?
The difference between products and brands
Coursework 2 - Innovation and the new product development process
Task 1 Services and relationship marketing
Price – Key considerations when setting price
Place – Different types of distribution channels and channel
management, personal selling
Promotion – Key features and stages of integrated marketing
communications
Process - The systems and processes of the organisation and how
they can affect the execution of the product or service
People – Key considerations when employing people
Physical environment - Understanding what makes up the physical
environment in marketing - ambient conditions; spatial layout and
functionality; and signs, symbols, and artefacts (Zeithaml 2000).

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Teaching and Learning Plan

Topic Title Curriculum Content Independent/Directed Study, includes: Required

Reading, Tutorial preparation, and/or Assessment
Preparation

Week 9 - Digital Strategy Learning Objectives: Reading:

Eileen Doherty Understand what is meant by digital strategy, its key features, Chaffey and Chadwick (2019), Part 1
benefits, challenges and approach to its development
23/11/22 Understand what is meant by digital transformation, drivers, barriers Rogers, D.L. (2016) The Digital Transformation
and approaches Playbook: Rethink Your Business for the Digital Age.
Columbia University Press. Chapter 1.
Content:
What is a Digital Strategy?
Key features of a ‘digital’ and traditional’ strategy
Benefits and challenges in developing a digital marketing strategy
A strategic framework for developing a digital marketing strategy
Developing an organisational digital strategy
The digital customer experience
Who should be involved in delivering a digital experience project?
Approaches to delivering digital customer experience
Business v User requirements
Evaluating the digital customer experience design
Week 10- Digital Learning Objectives: Reading:
Transformation Understand what is meant by digital transformation, drivers, barriers Rogers, D.L. (2016) The Digital Transformation
Eileen Doherty and approaches Playbook: Rethink Your Business for the Digital Age.
Columbia University Press. (ebook available from
30/11/22 Content: Library Catalogue). Chapter 1.
What is digital transformation?
The drivers and barriers to digital transformation
Approaches to digital transformation

Academic Year 2022/23 - Semester I Page 20 of 23

Teaching and Learning Plan

Topic Title Curriculum Content Independent/Directed Study, includes: Required

Reading, Tutorial preparation, and/or Assessment
Preparation
Digital Transformation maturity
Assessing the digital maturity of the organisation
Week 11 - Marketing Learning Objectives: Reading:
Strategy and Planning Understand how the strategic marketing planning process plays a Kotler, P. (2019) Marketing Management. 4th
Janette Sheerman critical role in any business European ed. Harlow: Pearson.
The importance of how marketing strategies and plans
7/12/22 can guide marketing and are key activities of the
marketing management process
Nancy Brown to do Content:
Marketing and how it can create customer perceived value through
understanding the value chain and core competencies of an
organisation
How an organisations culture can affect successful marketing
management and strategy
The three key levels of strategic planning and content of a strategy
map
The key elements of strategic marketing and tactical marketing plans

Week 12 Revision Clinic Deadline Date: Submit Coursework 2 - Tasks 2& 3 by 5pm
Online
16th December 2022

Students will be expected to engage in all prescribed activities that contribute towards final assessment.

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7. Student Voice & Support Services

How we support your opinion

As a course team, we incorporate the key partnership principles set out in the joint
UU & UUSU Student Voice Guidelines and proactively engage with the democratic election of UUSU
academic student reps (Faculty Reps, School/Dept Reps & Course Reps) to ensure that student opinion
is heard at Ulster. We respect your views and welcome your honest and constructive feedback on the
module.
There are several ways to do this:
• You can contact your Module Coordinator about any queries related to your learning
experiences on the module.  
• You can voice your opinions through the formal Staff/Student Consultative Committee process
by contacting one of the elected UUSU Course Reps in your class.
• You can use Unitu - a new student feedback online platform, which enables students to have
the right opportunities to raise and discuss feedback about your course and UU in a transparent
way. Unitu allows students, Academic Reps and staff to engage in discussions that aim to bring
about concrete improvements and support the student voice.
• You will have the opportunity to give feedback on the module through completing the online
Student Module Feedback Survey.  

UUSU Advice Bureau Service

If you are experiencing difficulties that are impacting your studies, you can contact the Advice Bureau
in the Students’ Union. You can get advice and guidance on issues such as - complaints, appeals,
housing problems, disciplinaries and info on various support providers available. To have a chat with
the team, contact UUSU online.

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UU Student Wellbeing Service
If you are stressed, anxious or have additional wellbeing support needs or disability please
contact Student Wellbeing and take support.

Academic Year 2022/23 - Semester I Page 23 of 23