Marketing Management and Practice
Module code: MK7010
This module provides a comprehensive foundation in marketing theory and practice, equipping you with the knowledge and skills to navigate a rapidly evolving marketing landscape. Through three interconnected units—Principles of Marketing, Marketing Management and Digital Marketing—students will explore the core concepts, strategic frameworks, and digital tools that underpin effective marketing in today’s global business environment. The module combines academic insight with practical application, preparing you to think critically, act strategically, and respond creatively to marketing challenges across sectors.
Unit 1: Principles of Marketing
This unit introduces the fundamental concepts of marketing, including the marketing mix, segmentation, targeting and positioning, and the role of customer value. The unit further explores how organisations market products and services to other businesses and organisations. You will examine how marketing operates within wider economic, social, and organisational contexts, laying the groundwork for more advanced study and practice.
Unit 2: Marketing Management
Focusing on the strategic dimension of marketing, this unit explores how organisations plan, implement, and control marketing activities to achieve competitive advantage. Topics include strategic marketing planning, market analysis, brand positioning and responsible marketing, with an emphasis on leadership, planning, and decision-making in complex environments.
Unit 3 – Digital Marketing
This unit investigates the tools, platforms, and strategies that define digital marketing today, with a particular focus on the transformative impact of artificial intelligence. The unit develops an applied and practical understanding of how digital technologies are reshaping customer engagement, communication, and value creation. Emphasis is placed on ethical, data-informed decision-making and critical evaluation of emerging digital practices in a rapidly evolving marketing environment.