Module Directory

This module explores the dynamic landscape of contemporary marketing strategies and their practical implementation in today's fast-paced business environment. It delves into the latest trends, tools, and techniques that shape marketing practices, emphasizing the integration of digital technologies, consumer behavior insights, and data analytics. Students will engage with real-world case studies, interactive discussions, and hands-on projects to develop a comprehensive understanding of how to craft and execute effective marketing strategies that resonate with diverse audiences.

This module integrates the traditional marketing mix with modern aspects of marketing, providing students with a comprehensive understanding of how to develop and implement effective marketing strategies in today's dynamic environment. The module will enable students to develop a critical understanding of the significance of the marketing function and its role and contribution to the development of firms. Students will learn to analyse market trends, develop strategic marketing plans, and utilise various digital tools and leverage artificial intelligence to enhance marketing effectiveness.

The aims of this module are:

• To provide students with a thorough understanding of current marketing trends.


• To develop students' ability to think strategically about marketing challenges and opportunities, enabling them to create innovative marketing strategies that align with organisational goals.


• To equip students with the skills to analyse consumer behavior and market research data, allowing them to tailor marketing strategies to meet the needs and preferences of target audiences.


• To provide opportunities for students to apply theoretical knowledge through case studies, group discussion, and presentations, preparing them for real-world marketing challenges.

By the end of this module, students will be expected to be able to:

1. Demonstrate a comprehensive knowledge of the elements of core marketing strategy and the use of segmentation, targeting and positioning for strategy formulation.


2. Build an awareness and understanding of the tactical elements of the marketing mix, including products, services, pricing, distribution, and promotion.


3. Understand the impact of digital transformation and artificial intelligence on the evolution of marketing practices, focusing on how they improve marketing strategies.


4. Develop key skills in written communication, use of IT, and improving own learning & performance.

Skills for Your Professional Life (Transferable Skills)

• Synthesise and bring together concepts related to marketing.


• Enhance your analytical and critical thinking by evaluating a set of case studies.


• Develop your communications skills by working within teams which will allow you to demonstrate your leadership and adaptability to changing circumstances.


• Improve problem-solving ability by providing ideas for many challenges related to marketing.


• Understand innovation in the marketing context and the how technology impacts marketing.

Syllabus information

Introduction to Contemporary Marketing Strategy and Implementation

• Overview of contemporary marketing concepts


• The role of marketing in business strategy


• Key trends shaping modern marketing

Designing a Customer-Driven Marketing Strategy

• Importance of market segmentation


• Criteria for effective segmentation


• Targeting strategies


• The concepts of differentiation and positioning


• Developing a unique selling proposition (USP)

Marketing Mix Strategies

• Product strategies, new product development


• Services and service strategies


• Pricing approaches and pricing strategies


• Distribution channels, direct and online marketing


• Integrated marketing communication strategies including advertising, public relations, Internet marketing, personal selling and sales management

The Digital Marketing Landscape

• Overview of digital marketing channels: SEO, SEM, social media, email, content marketing


• The role of data analytics in digital marketing


• Trends in digital marketing: personalization, automation, and mobile marketing

Implementing Marketing Strategies

• The process of implementing marketing strategies


• Resource allocation and budgeting for marketing


• Monitoring and adjusting marketing strategies based on performance

Artificial Intelligence (AI) and Marketing

• The role of AI in modern marketing


• Applications of AI: customer segmentation, predictive analytics, chatbots, and personalization


• Ethical considerations in AI

This module will be delivered via:

• One 1-hour lecture per week
• One 1-hour seminar per week

The following learning and teaching methods will inform the pedagogic structure of the course: lectures, case studies, class exercises, group work, and signposting to other resources and support.

Students will be encouraged and required to refer to a wide range of resources, covering textbooks and academic peer-reviewed journal articles, to build an understanding of theoretical concepts and refer to online platforms to follow current trends and practices concerning modern marketing strategies and implementation.

The lectures will be developed around key concepts as mentioned in the indicative module content and will use a range of examples and cases from practice to demonstrate the application of theoretical concepts.

Students are expected to undertake the reading before classes and be prepared to engage in discussion.

Students are expected to prepare and deliver presentations at the end of seminar discussions.