Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Workshop
Module Offerings
7489BUSMBA-JAN-MTP
7489BUSMBA-SEP-MTP
Aims
This module aims to help learners to identify and analyse marketing principles and practices in enhancing access to markets for scale up growth. Central to this is having critical insight into the organisation’s customer and contemporary market changes, digital transformations and trends to identify strategic opportunities for scaling-up responsibly. Learners will develop a deeper strategic understanding of the organisation’s offer, in terms of product or service, and assess communication strategies in managing the brand and sustaining responsible customer and stakeholder relationships.
Learning Outcomes
1.
Critically analyse changing customer trends to identify opportunities for new market strategies
2.
Explain the importance of corporate brand and reputation management
3.
Identify and evaluate contemporary and ethical issues in marketing strategy for Scale-up
Module Content
Outline Syllabus:
- Definitions of core marketing concepts and principles
- Understanding the changing customer and trend analysis;
- Contemporary issues in markets, digital transformations and ecosystems;
- Strategies for responsible market entry and access for scale-up (e.g. collaboration, internationalisation);
- iItegrated marketing communications approaches;
- Corporate brand management tools and techniques;
- SDGs and building trust during scale-up;
- Managing stakeholder relations responsibly.
Module Overview:
This module aims to help you to assess responsible marketing approaches to improve market access and entry by: understanding the customer and stakeholder as well as your business's 'offer' and Sustainable Development Goals (SDGs); considering contemporary issues in markets and ecosystem in managing corporate brand and reputation to build sustainable and responsible customer and stakeholder relationships.
This module aims to help you to assess responsible marketing approaches to improve market access and entry by: understanding the customer and stakeholder as well as your business's 'offer' and Sustainable Development Goals (SDGs); considering contemporary issues in markets and ecosystem in managing corporate brand and reputation to build sustainable and responsible customer and stakeholder relationships.
Additional Information:
SLA Apprenticeship Standards:
K3 New market strategies, changing customer demands and trend analysis.
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.
SLA Apprenticeship Standards:
K3 New market strategies, changing customer demands and trend analysis.
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.