Marketing Management in the Digital Economy

Code

BUSI4376

School

Nottingham University Business School China

Level

4

Credits

20

Semesters

Autumn China

Summary

Operational perspective on: Nature of marketing; Marketing Mix Management; Managing Products, Services and Brands; New Product Development; Pricing; Integrated Marketing Communications; Internal Marketing;Managing Distribution Channels; Experience Marketing; Sustainable Marketing.

Target Students

Business School MSc students meeting pre-requisites and subject to compliance with module choice requirements, as listed in the degree programme specification. In addition, other MA/MSc students meeting pre-requisites and subject to the discretion of the Director of MSc Programmes. There is a limited number of places on this module. Students are reminded that enrolments which are not agreed by the Offering School in advance may be cancelled without notice.

Classes

• Two 2-hour lectures each week for 11 weeks

44 total contact hours and 156 hours independent study (in-class preparation 30 hours; 44 hours of support reading; 50 hours of coursework preparation; 25 hours of examination revision).

Assessment

• 40% Coursework 1: Group Project Written Report (2,000 words)
• 60% Exam 1 (2-hour): 2 hour Examination

Educational Aims

Learning Outcomes

Knowledge and understanding
This module develops a knowledge and understanding of:

◾Markets - the development and operation of markets for resources, goods and services
◾Customers and stakeholders - customer expectations, service and orientation

Intellectual skills
This module develops:
◾Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately

◾Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions
◾Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills

Professional practical skills
This module develops:
◾The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting
◾The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of quantitative data, synthesis and reporting
◾Effective performance within team environments and the ability to recognise and utilise individuals' contributions in group processes and to negotiate and persuade or influence others; team selection, delegation, development and management.

Transferable (key) skills
This module develops:
◾Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports
◾High personal effectiveness: critical self-awareness, self-reflection and self-management; time management; conflict  resolution, displaying commercial acumen, the ability to continue to learn through reflection on practice and experience
◾Soft skills: understanding the needs of others and empathy towards them; sensitivity to diversity in people and in different situations

Conveners

• Dr Ruizhi Yuan