This module focuses on the management of the marketing function within the organisation in order to provide students with a critical understanding of the managerial issues, resource allocations, and organisational structures necessary to achieving successful marketing outcomes. Students will gain theoretical and practical insights into the processes, strategies and evaluative measures needed to set up and manage a marketing team; the impact of organisational culture on the market orientation of a firm; how to use project management techniques to set up and increase the efficiency of a marketing project; and how to measure marketing outcomes using financial and other measures. Students will also be exposed to key legal, regulatory and ethical issues in marketing management as they apply to both stakeholder relationships and marketing decisions. Learning Outcomes Knowledge On completion of this module the successful student will be able to: 1. apply relevant theory and frameworks to set up and manage the marketing function within the organisation; 2. apply management knowledge to set up and manage a marketing project; 3. assess the barriers to and challenges associated with making an organisation market oriented; 4. employ knowledge of systems of control and financial management analytical tools, processes and metrics for evaluating the marketing function; 5. evaluate the impact of key laws, regulations and ethical issues on marketing decisions and marketing actions; Skills This module will call for the successful student to: 6. prepare marketing job descriptions and set up and motivate a team to carry out marketing tasks; 7. analyse the profitability and value of marketing activities and set up a marketing budget; 8. locate, assess, synthesise and analyse information from multiple sources to arrive at recommendations and conclusions related to marketing; 9. communicate effectively with a diverse range of audiences and in a variety of formats used in businesses; 10. develop interpersonal skills, including working effectively in teams. Syllabus ? The strategic scope and role of marketing within the organisation ? How the marketing department/team/function should be structured within a variety of organisation types and the relationship between the marketing function and other organisational functions ? Selecting, managing, and motivating marketing team members ? Project management for marketing ? An organisation's financial management process, including the analysis of marketing costs ? How to quantitatively evaluate and prioritise marketing activities ? The laws and regulations that govern an organisation's marketing strategy not only in the UK, but also within the EU as well as globally
professional and consumer audiences, including the development of communication, inter-personal and creative skills. Syllabus - Study of advertising and promotion from an integrated marketing communications perspective - Developing promotional objectives, strategies and tactics - Evaluating creative and media strategies and tactics - Assessing overall promotional effectiveness (metrics) - Study of other communications tools such as PR, viral promotions, signage and point-of-purchase communications Learning, Teaching and Assessment Strategies This is a team-taught module, involving contributions from highly knowledgeable staff within the Business School. The module involves lectures, seminars and formative online activities, and relies extensively upon the Middlesex University online learning environment. Lectures are supported by audio-visual material where appropriate. Student learning is also supported with structured, independent study; formative assessment opportunities are provided during seminar activities along with supporting exercises and through feedback on draft assignments. The module's on-line environment will contain all lecture slides and any additional learning material required for this module. Assessment Scheme Formative feedback on in-class activities and draft assignments will be provided in seminars and bookable individual tutorials. Summative assessment consists of three components, selected to ensure students demonstrate understanding and application of relevant concepts and techniques. The three assessment components are: i. A group verbal advertising/promotion pitch prepared for the benefit of a prospective client. Normally taking place in learning weeks 12 & 13, this opportunity allows small student teams to demonstrate the extent to which they have attained Learning Outcomes 7 to 9 (30% of overall grade) ii. A formally written advertising/promotion campaign (3,000 words) usually based on the group verbal pitch (above). This detailed individual report is normally due in learning week 21 and it addresses Learning Outcomes 7 to 9 (40% of overall grade) iii. A two-hour unseen examination following the delivery of the module's essential academic principles; this will address Learning Outcomes 1 to 6 (30% of the overall grade) Assessment Weighting Coursework: 70% Examination: 30% Exam Duration Examination, 2 hours Learning Materials