Module manager: Ms Edel Moore
Email: E.M.Moore@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2024/25
This module is not approved as a discovery module
This module explores the way in which consumer relevant products/services or enterprises are conceived, developed and marketed. The module considers the role of innovation in developing competitive advantage for an organisation. Market factors are explored and the tension between organisational objectives and market demand is discussed. The module concludes with the consideration of designing for the future. Key theories from contemporary design research fields which may include subjects such as innovation, sustainability and neuromarketing will be introduced.
The objective of the course is for students to gain an understanding and appreciation of the fundamental concepts and principles that constitute the design of marketing strategy. It aims to develop students understanding of the demands of customers, organisations and markets in relation to the design and development of products/services and enterprise. The basic components of marketing will be discussed: - introduction to the marketing concept; - environmental scanning and analysis; - target marketing; -consumer buying behaviour; - developing the marketing mix. Contemporary key theories from areas which may include subjects such as innovation, sustainability, neuromarketing and behavioural design will also be introduced.
This module aims to develop student understanding of the demands of customers, organisations and markets in relation to the design and development of consumer relevant products/services or enterprise.
On successful completion of this module, students will have provided evidence of being able to:
1. Demonstrate a broad understanding of the role played by design and innovation in improving competitive performance, in current and future business environments;
2. Appreciate the balancing of organisational objectives against the opportunities and constraints in the market place, through the analysis of macro- and micro- environment factors;
3. Understand the fundamental tools for managing and developing marketing solutions;
4. Recognise key theories in relation to marketing and innovation and demonstrate an understanding of the concepts and models relevant to the management of real life business scenarios.
The content will cover such areas as:
Consideration of theory and practice in relation to the design of marketing strategy:
- Market segmentation and targeting
- Consumer behaviour
- Marketing mix
- Contemporary marketing design issues, which may include areas such as Nueuromarketing, Sustainability, Innovation.
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| On-line Learning | 8 | 1 | 8 |
| Drop-in Session | 11 | 1 | 11 |
| Lectures | 22 | 1 | 22 |
| Seminars | 8 | 1 | 8 |
| Class tests, exams and assessment | 1 | 2 | 2 |
| Independent online learning hours | 5 | ||
| Private study hours | 144 | ||
| Total Contact hours | 51 | ||
| Total hours (100hr per 10 credits) | 200 | ||
Reading in preparation for lectures - 50 hours
Weekly formative Online MCQ - 10
Preparation for MCQ test – 20 hours
Essay reading and preparation – 64 hours
Online seminars and drop-in sessions will also provide opportunities for further discussion.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Essay or Dissertation | Equivalent to 1.5 hour exam | 80 |
| In-course MCQ | Equivalent to 1 hour exam | 20 |
| Total percentage (Assessment Coursework) | 100 | |
Online open book MCQ test. Equivalent to 2 hour exam test. 20% of total marks.
The reading list is available from the Library website
Last updated: 5/13/2024
Errors, omissions, failed links etc should be notified to the Catalogue Team