Gain knowledge on how strategic marketing supports all business operations to understand the needs of the consumer and the global markets the organisation is operating in. You will be equipped with the strategic insights and digital proficiency required to navigate the contemporary marketing landscape. Through a comprehensive exploration of market dynamics, consumer behaviour, and digital tools, you will develop the acumen to formulate and execute effective marketing strategies that drive organisational growth and innovation. You will explore the key topics of market analysis, brand management, marketing mix optimization, digital marketing strategies, and the ethical dimensions of marketing in a rapidly evolving digital era.
Workshop 36
Group presentation - 'Pitch it' style (20 minutes) worth 20%.
Individual Report (2500 words) worth 80%.
Reassessment Method: 100% Written Assessment (Report, 2500 words)
On successfully completing the module, students will be able to:
Systematically evaluate market and brand opportunities using conceptual understanding of market trends, customer behaviour and competitor analysis in order to develop strategic and tactical responses.
Critically analyse the use of marketing mix tools and marketing analytics for the purpose of marketing planning and understanding the consumer's journey in B2C and B2B relationships.
Critically review new product/service development to continually manage and innovate the brand portfolio.
Critically appraise the role of different digital marketing tools in the integrated marketing communications process both internally and externally in the organisation.
Assess and critically analyse key challenges posed by factors such as artificial intelligence, privacy concerns, sustainability issues, and ethical considerations in the marketing domain.
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