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MAN-40128 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2023/24 Last Updated: 13 February 2024

MAN-40128 - Marketing Management in the Digital Age
Coordinator: Helen Millward Tel: +44 1782 7 33111
Lecture Time: See Timetable...
Level: Level 7
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2023/24

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

none

Barred Combinations

none

Description for 2023/24

This module focuses on the challenges and problems faced by marketing managers seeking to offer theoretically informed solutions to those problems and challenges in today¿s digital age. Students will gain the opportunity to consider real life marketing situations in creative and innovative ways, whilst also learning about the increasing importance of ethics and sustainability in marketing activities.

Aims
To provide an overview of the role of marketing within the organisation in the digital age and ways in which the process of marketing needs to be planned and managed in any given market.

Talis Aspire Reading List
Any reading lists will be provided by the start of the course.
http://lists.lib.keele.ac.uk/modules/man-40128/lists

Intended Learning Outcomes

critically analyse the recurring problems and challenges facing marketers as they match capabilities to markets: 1,2
critically evaluate and synthesise appropriate responses to marketing problems and challenges: 1,2
appropriately use and apply the marketing mix and relevant digital and non-digital resources: 1,2

Study hours

12 hours of interactive lectures and 12 hours of seminars - either delivered over an entire semester or in block format dependent on whether the student has started their programme in September (over the entire semester) or January (block format)
50 hours of directed reading and class preparation
2 hour examination
74 hours of independent study and preparation of assessments

School Rules

None

Description of Module Assessment

1: Case Study weighted 30%
Group report of 2,500 words
In groups of around 3 to 4, students will respond to a marketing situation outlined in a case study. They will then need to choose and use tools/forms of analysis to understand the situation. They will then build upon that analysis to produce a marketing plan for the future, through the consideration of the marketing situation in innovative and creative ways. Students will receive a group mark for this assessment.

2: Open Book Examination weighted 70%
Open-Book Assessment with a 28-hour window
Open-Book assessment which will be available on the KLE for a 28-hour assessment window. Students should answer 2 of 5 questions and submit their answers via Turnitin. Although students have been given significant time to complete this assessment, we expect an active working time of no more than 2-3 hours. Answers should be as accurate and concise as possible. The paper has a 2,000-word limit. Any aspect of module content may be covered.

Please note that for the 2022/23 Academic Year programmes may be adapted to operate in accordance with a flexible, digital approach. This means that there may be some changes made to how modules are delivered and assessed. The latest information will be provided to you by your School in module handbooks. We endeavour to give you as much notice as possible of any changes and details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/student-terms-and-conditions/

Last Updated: 13 February 2024