This module aims to underline the strategic importance of marketing. To this end, it aims to investigate the relationship between marketing and the other functional areas within the business. Further, it seeks to delineate the nature of the marketing management process and to explore the role of marketing planning. Finally, the module attempts to critically evaluate the marketing vision.

The module addresses the marketing vision and suggests how the marketing planning and management process contribute to and deliver upon such a vision. Next the module addresses the relationship between marketing and the other functional areas, and assesses the role of marketing in the boardroom. The module also considers value-based marketing and the application of marketing techniques internally within the organisation's marketing. As such the module will critically consider the potential for organisational renewal through marketing.

On successful completion of this module, students will be able to: Critically analyse the role of marketing both within the organisation and in society at large Engage proactively and creatively to generate marketing ideas to assist the challenges faced by a real organisation Critique the challenges of integrating marketing with other organisational functions and activities Develop a comprehensive knowledge and understanding of the strategic role of marketing in the organisation Apply marketing theories to contemporary international cases and examples and propose creative solutions to complex marketing problems Demonstrate an understanding of the ethical and social dimensions of marketing and to reflect critically on the impact of marketing on society

On successful completion of this module, students will be able to: Exhibit an understanding of the practice of marketing through the development of a marketing plan in a team-based project for a real organisation

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The module is fully informed by contemporary thinking in the field of strategic marketing. Several articles illustrating contemporary thinking are required reading and students have the opportunity to critically reflect on these insights. Through reading and in-class discussion, students obtain a comprehensive and in-depth knowledge of the subject matter. This knowledge is then used to inform discussions on practical developments in marketing such as the emergence and growth of leading global companies. Student learning is assessed in two ways. A significant component of the assessment is a collaborative, team-based project for a real organisation. Student teams proactively and creatively develop and present solutions to the challenges faced by local organisations. The teams articulate their proposals though both written and oral presentations and winning submissions are selected by the organisations concerned. The second component of the assessment is an individual written examination where students have the opportunity to articulate their knowledge and understanding of both marketing and its role in society.