The economic turmoil of the last few years has required organisations to undertake more creative marketing as well as be more responsive to the needs of the market. This online module explores a variety of marketing issues that emerge from marketing planning, such as marketing research, marketing segmentation, targeting and positioning. You will draw upon current theories and examples that illustrate how organisations of all sizes deal with environmental challenges and through this gain a strong appreciation of how marketing principles will not only benefit your organisation, but also how you can use these to improve your own performance.
What you will study
This module is delivered online, and is designed to appeal to both marketing professionals and those managers in other professions. Drawing upon the introduction to marketing in MBA stage 1: management: perspectives and practice (B716), this module develops a broader understanding of how marketing impacts upon the manager and how, when successfully used, can lead to increased job and organisational performance.
This is achieved through a combination of theory, examples, video clips, podcasts and, more importantly, a collection of activities that relate to your role as a manager and is equally relevant whether you work in the public, private or voluntary sector.
BB844 encourages you to appreciate and understand how marketing forms a central aspect of an organisation’s performance within the market place. You will study a combination of theory and see how this is applied by organisations. However, as marketing raises a number of ethical issues, these issues are raised with the specific intention of encouraging you to assess what you would have done in that situation.
There is one module assignment and one end-of-module assessment. These have a central theme of resolving a work based problem by drawing on the various learning activities that you undertake. This approach encourages you to view your learning in incremental stages, recognising how marketing can better inform you and ultimately allows you to resolve a real life work problem.
Complimenting your learning will be your tutor who will support you in undertaking your activities, as well as implementing a number of group discussions. This aims to ensure you have a motivating and challenging learning experience that delivers real and practical outcomes to improve your own job performance.
Vocational relevance
This module uses a variety of theories, case studies examples and multi-media that reflects our changing times. The module provides both marketing and non-marketing practitioners with the marketing knowledge and skills to make a practical difference to their work. The knowledge and skills gained will be of value to you regardless of whether or not you currently hold a marketing role.
Entry
If you are studying this module as part of a qualification, such as the MBA (Master of Business Administration) (F61), you will need to have already completed MBA stage 1: management: perspectives and practice (B716). Your first module in Stage 2 of the MBA will be the compulsory module The dynamics of strategy (BB835). The next module you must study is Corporate finance (BB831), although you may choose to study an elective module alongside this 15 credits of compulsory finance study.
Alternatively it is possible to study this module on a standalone basis. You will need to ensure that you have the knowledge and experience to study at postgraduate level. Please note that if you wish to study towards a qualification at a later date you must meet the entry requirements for that qualification.
You will also need an appropriate facility in English language, sufficient to be able to work effectively at postgraduate level; generally this means capability equivalent to an International English Language Test System (IELTS) score of 6.5. To assess your English language skills in relation to your proposed studies you can visit the IELTS website. If you are unsure whether your skill level in English is adequate you may find it helpful to look at our Skills for OU Study site.
If you have any doubt about the suitability of the module, please speak to an adviser.
Qualifications
BB844 is an optional module in our:
Excluded combinations
Sometimes you will not be able to count a module towards a qualification if you have already taken another module with similar content. To check any excluded combinations relating to this module, visit our excluded combination finder or check with an adviser before registering.
If you have a disability
Elements of this module are delivered online and include the use of real-time online discussions and an interactive whiteboard space; consequently time spent using a computer and the internet will be extensive. If you use assistive technology or have a hearing or speech impairment and have concerns about accessing this type of virtual environment and materials you should contact The Open University to discuss it further before registering.
The written transcripts of most audio components and Adobe Portable Document Format (PDF) versions of printed material are available. Some Adobe PDF components may not be available or fully accessible using a screen reader. Alternative formats of the study materials may be available in the future.
Study materials
What's included
Online study units and other web-based materials, including the BB844 website, study guide and online discussion forums.
Computing requirements
You’ll need broadband internet access and a desktop or laptop computer with an up-to-date version of Windows (10 or 11) or macOS Ventura or higher.
Any additional software will be provided or is generally freely available.
To join in spoken conversations in tutorials, we recommend a wired headset (headphones/earphones with a built-in microphone).
Our module websites comply with web standards, and any modern browser is suitable for most activities.
Our OU Study mobile app will operate on all current, supported versions of Android and iOS. It’s not available on Kindle.
It’s also possible to access some module materials on a mobile phone, tablet device or Chromebook. However, as you may be asked to install additional software or use certain applications, you’ll also require a desktop or laptop, as described above.
Teaching and assessment
Support from your tutor
You will have a tutor who will help you with the study material and mark and comment on your assignments and whom you can ask for advice and guidance. You will contact your tutor by telephone, email or via your tutor group forum on the BB844 website.
Contact us if you want to know more about study with The Open University before you register.
Assessment
The assessment details can be found in the facts box above.
You must use the online eTMA system to submit your tutor-marked assignment (TMA) and end-of-module assessment (EMA).
Future availability
Marketing in the 21st century starts twice a year – in May and November. This page describes the module that will start in November 2019 and May 2020 when we expect it to start for the last time.
Regulations
As a student of The Open University, you should be aware of the content of the academic regulations which are available on our
Student Policies and Regulations website.