Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Online
Workshop
Module Offerings
7004LBSMBA-JAN-MTP
7004LBSMBA-SEP-MTP
Aims
This module aims to provide learners with a detailed understanding of the principles and practices of marketing and digital communication strategies. Learners will critically analyse key marketing concepts and theories which contribute to marketing strategy, managing the brand, and sustaining responsible customer and stakeholder relationships
Learning Outcomes
1.
Learners will identify and critically evaluate key issues, in designing digital marcoms strategy considering ethical, sustainable and responsible stakeholder management and practice.
2.
Learners will critically assess how changing customer demands and behaviours can shape the organisation's marketing communication strategies
3.
Learners will assess the role of digital brand and reputation management concepts and theories and consider how these relate to digital marketing practice.
Module Content
Outline Syllabus:
Indicative content for the module will include;
Indicative content for the module will include;
- Analysis of core digital strategic marketing communication concepts and principles;
- Communication process theory and contextual practice;
- Integrated marketing communications and the role of digitalisation;
- Evaluating the changing customer demands and trend analysis;
- Digital brand management tools and techniques;
- Ensuring ethical, sustainable and responsible digital marcoms practices;
- Managing stakeholder relations responsibly
Module Overview:
This module will critically analyse and evaluate strategic marketing and digital communication approaches by: understanding the nature of contemporary integrated marketing communications; understanding the organisational customer and stakeholder; identifying market strategies for managing corporate brand and reputation; considering ethical practice in sustaining responsible customer and stakeholder relationships.
This module will critically analyse and evaluate strategic marketing and digital communication approaches by: understanding the nature of contemporary integrated marketing communications; understanding the organisational customer and stakeholder; identifying market strategies for managing corporate brand and reputation; considering ethical practice in sustaining responsible customer and stakeholder relationships.
Additional Information:
For learners who are also part of the Senior Leadership Apprenticeship, the following standards are covered within the module;
(K15) Brand and reputation management. (K20) The organisation’s developing communications strategy and its link to their area of responsibility. (S19) Manage relationships across multiple and diverse stakeholders. (S21) Shape and manage the communications strategy for their area of responsibility. (K3) New market strategies, changing customer demands and trend analysis.
For learners who are also part of the Senior Leadership Apprenticeship, the following standards are covered within the module;
(K15) Brand and reputation management. (K20) The organisation’s developing communications strategy and its link to their area of responsibility. (S19) Manage relationships across multiple and diverse stakeholders. (S21) Shape and manage the communications strategy for their area of responsibility. (K3) New market strategies, changing customer demands and trend analysis.