About This Course
This module critically evaluates the contributions of various schools of thought in marketing and examines the relevant analytical models and management practices, with emphasis on the strategic importance of marketing to all organisations. It makes use of appropriate case studies and discussions to examine the key features of successful marketing campaigns and equips students with the skills necessary to critically evaluate the various theories and apply those most relevant within their companies / organisations.
Aims & Objectives
On completing this module students will:
- Understand the key theories and concepts of marketing strategy and its applicability to the banking and financial industries
- Understand how market research and information can be used to assist companies in reaching and expanding their customer base
- Analyse the marketing techniques and strategies used by their own and competitor companies and critically evaluate the success / appropriateness of these strategies
- Be able to critically evaluate the various marketing strategies and decide upon the most appropriate for use within their company
- Understand the role of marketing strategy in all companies and its contribution to the overall success of the company
Learning Methods
Single Modules are delivered through means of distance learning and on a part time basis, where you can study at your own pace, no matter where you are in the world. A combination of interactive classes and recorded lectures are provided throughout the 6 months semester, providing participants with a good work-life balance.
Blackboard is the virtual learning environment (VLE) used by 91快活林 where each module benefits from a bespoke area within the platform where all study resources are held. Resources include study guides, e-textbooks and access to the online library.
Further Information
Means of Assessment:
This module is assessed by means of an individual assignment (40%) and examination (60%)
Unit One:
The Unit examines how organisations can operate this philosophy by analysing their customers and how decisions are made about purchases.
On completion of this unit, you should appreciate:
- How the philosophy of marketing has developed over time
- The benefits of planning marketing
- How individual consumers behave
- How organisations buy
- The forces operating in the marketing environment
- How marketing research and information systems can assist in understanding environmental change
- Why and how markets should be segmented
- The unique characteristics of the marketing of services
Unit Two:
Unit Two starts from a recap of an organisation鈥檚 orientation towards marketing & how this relates to a range of stakeholders in the marketing environment. It then examines how competing solutions can be analysed.
On completion of this unit, you should appreciate:
- How to analyse competitors
- The sources of competitive advantage
- The management of existing products with a particular emphasis on the role of branding & re-branding
- The process of developing new products
- The pricing of products
- The issues of creating service offerings
Unit Three:
In this unit a broad outlook on 鈥渃ommunicating鈥 is presented:
- An awareness of the need to market not only to external customers, but also to internal customers to behave ethically in communicating with all stakeholders the benefits & challenges of a particular form of direct communication 鈥 the Internet
- The need for an Integrated Marketing Communications strategy
- The role of communication in the marketing of service activities
Course Cost
The cost of this course is 拢1,700
Entry Requirements
Aimed at mid-career professionals working in the financial industry or regulation. Entry consideration will be given to individuals with minimal experience or qualifications.
English Language Requirements
Applicants must have a high level of fluency in the English language. The English language tests we normally refer to are as follows;
- IELTS: 6.0 (with no element below 5.5)
- Pearson PTE: a score of 56 (with no element lower than 51)
- Cambridge English Test 鈥 Advanced: 169 (with no element lower than 162)
Application
How to Apply
Please make sure you read and follow the step-by-step application guide as this will specify which sections of the application form are compulsory for the type of course you want to apply for and save you time.
Please prepare the following information (in a Word document):
- Current employment details;
- Years of experience, and employment history (where relevant)
- Name of staff member and organisation that have approved your funding for this module.
This will speed up the process of completing the application form.
To apply for this course, you need to create an account in our
You will need access to the email address you specify while creating your account to confirm it.
After creating an account, you will see a homepage with several tabs:
- Personal
- Programme
- Info
- Contact
- Education
- Employment
- Language
- Finance
You need to complete all sections before submitting your application.
When a section is complete, a 鈥榯ick鈥 symbol will appear below it.
- Click on 鈥楴on-graduating applications / Stand alone Modules鈥, then select 鈥楴on-graduating Undergraduate鈥.
- In the next section, select Non-Graduating Taught Modules, Click Save and Continue.
- On the next page, the default for the first question is Full Time. You need to change this to 鈥楶art time鈥:
- You now need to input the module code. Managing Change: Insights from Marketing: the code is ASB-9038. This section must be completed for your application to be processed.
- You also need to state the start date. Please make your selection, then click 鈥楽ave and Continue鈥.
- IMPORTANT: You do not need to write a personal statement to apply for this course. Instead, please upload the document including employment, experience and education information that you have created prior to starting the application that contains the name of your current employer, the number of years of experience you have, and your highest qualification to date. Click Save and continue.
You only need to enter the details of your highest qualification to date, e.g. if you have a postgraduate qualification, please only only include this.
You will be asked for evidence of the qualification. Please either upload a copy of your qualification if it's easily accessible, or upload the Word document again (that you prepared earlier).
(details not required as you've already prepared this)
Please scroll to the bottom of the page and click on 鈥業 have no employment history鈥 (as you have already provided this in your Word document).
please answer the questions as follows:
- How will you finance your studies?:
- Exact name of funding authority:
- Country: United Kingdom
- Give details of the amount of the award?
- Sponsorship will cover: Tuition Fees
- Have you been awarded this funding? Please select 鈥榶es鈥 * Note that you will be required to upload evidence of the funding. If you wish to confirm 鈥榶es鈥 to this question, but do not have any written confirmation to upload, you can upload your Word document here again.
If you are self-funding, please provide all details as appropriate.