HLUB40004 Marketing Fundamentals (L4)

HLUB40004 Marketing Fundamentals (L4)

Module Focus This module has been designed to offer a detailed explanation of theories, models and practice behind the discipline of marketing. Portraying marketing not only as an exchange process and a business function, but also as a vehicle to create customer value and loyalty in the short to medium term. The importance of marketing planning process and the growing importance of marketing across the organisation will be discussed in this module. The learning outcomes have been mapped against the Chartered Institute of Marketing’s CIM Professional Certificate in Marketing, Level 4 Unit. Summative assessment will be in the form of an assignment. Formative assessment will be via seminars and group discussions

Learning outcomes

By the end of the module you will be able to demonstrate the ability to:

• Upon completion students should be able to utilise marketing’s various tools
• Appreciate and assess the actual and potential benefit of applying above tools in an organisation

Essay Tasks

Assignment Brief –

Part A

Due to the challenging business conditions currently prevailing in the UK and globally, you have been approached by a large sized UK retailer to undertake an environmental analysis of its marketing environment and present this to the Directors

For Part A, your essay / report should cover:

• Present a background of your chosen organisation, it’s market and industry
• Critically evaluate the importance of Marketing to "the retailer".
• Present a macro and micro environment analysis of your chosen organisation.

Assignment Brief – Part B

You are required to conduct a Marketing Analysis for your chosen organisation in Part A. This represents a culmination of your work on this module, and your final submission should be a complete essay / report inclusive of both Tasks A & B.

For this part, your essay / report should cover:

• Demonstrate an application of marketing concepts and approaches in practice (Segmentation, Targeting & Marketing Mix – 7 Ps)
• Evaluate the main influences on consumer behaviour
• Discuss the importance of market research to the organisations