MK7040 Marketing in a Digital Age and Corporate Social Responsibility

This module is designed to introduce you to contemporary principles and practices in marketing, in a customer-focused and market-oriented organisation. Relationship marketing is the recent marketing approach that develops around the buying and consumption experience. As such, the module aims to develop your in-depth understanding of the strategic role of marketing in business, and its impact on the market and society in the digital age.

MODULE AIMS

The main aim(s) of the module are:

·To develop your understanding of contemporary marketing in an environment of digitalised communications serving a customer-brand-relationship.

·To equip you with the ability to make strategic decisions in market segmentation, targeting and positioning, brand and corporate reputation management, market offerings, and marketing programme/mix.

·To offer you insight into future marketing challenges: society, technology, and ethics; the role of corporations in our society; accountability and responsibility in the corporate environment.

·To develop your understanding of corporate social responsibility; and the most relevant mandatory corporate social responsibility interventions, to make responsible business and market decisions.

MODULE LEARNING OUTCOMES

At the end of this module, you will be able to:

Knowledge

1.Develop a critical understanding of major concepts, frameworks, and methods in marketing and corporate social responsibility, and assess their application in the business environment, including brand value.

2.Examine the role digital marketing and media play in contemporary marketing and business practice, and the social impact of these practices.

3.Identify key issues and problems related to the lack of responsibility in the approach to corporate business operations, and the risk that unethical corporate conducts pose for our society.

Thinking skills

4.Critically evaluate marketing strategies, including digital marketing solutions - in different business contexts, and address their implications including ethical issues, and reflect on the significance of key historical events.

Subject-based practical skills

5.Make strategic marketing decisions based on facts and market research; and to commission marketing communication campaigns, including digital marketing solutions.

6.Critically assess currently implemented corporate social responsibility solutions and recognise the links between the adoption of certain solutions and the performance of business operations.

Skills for life and work (general skills)

7.Adopt a persuasive argumentation, and present it in verbal or written communication.

8.Collect, analyse and synthesise data; and take a problem-solving approach to strategic thinking, and creativity.