This module, like all modules at Anglia Ruskin, is taught on the basis of achieving intended learning outcomes. On successful completion of the module, the student will be expected to be able to demonstrate the following:
Knowledge and understanding
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LO 1.
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Understand the position of marketing management in the
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modern firm;
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LO 2.
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Understand the ethical and sustainability issues affecting
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Intellectual, practical, affective
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marketing in the modern firm;
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LO 3.
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Evaluate the position of a specific
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company within a market
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and transferable skills
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sector and identify the marketing
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strengths, weaknesses,
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opportunities and threats appropriate to the company;
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LO 4.
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Define appropriate qualitative and quantitative marketing
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objectives for a specific organisation which are SMART in nature.
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LO 5.
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#N/A
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LO 6.
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#N/A
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The assessment is based on meeting these learning outcomes, shown explicitly in section 4, where the assessment task is linked to these learning outcomes.
2. Employability Skills in this Module
It is important that we help you develop employability skills throughout your course which will assist you in securing employment and supporting you in your future career. During your course you will acquire a wide range of key skills. In this module, you will develop those identified below:
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Skill
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Skills acquired in this module
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Communication (oral)
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X
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Communication (written)
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X
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Commercial Awareness
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X
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Cultural sensitivity
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X
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Customer focus
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X
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Data Handling
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X
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Decision making
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X
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Enterprising
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Flexibility
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Initiative
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X
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Interpersonal Skills
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X
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Leadership/Management of others
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X
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Networking
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Organisational adaptability
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X
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Project Management
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X
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Problem Solving and analytical skills
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X
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Responsibility
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X
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Team working
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X
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Time Management
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X
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Other
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Page 3
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3. Outline Delivery and Reading Lists @ Anglia
3.1Outline Delivery
The table below indicates how the module will be delivered. However, this schedule is indicative and may be subject to change.
NB: In addition to the active preparation for each weeks seminar, the student is expected to read the appropriate chapter in the core text book in preparation for each weeks lecture
Week
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Date
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Lecture
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Seminar/Worksh
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Student-managed
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op
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Learning
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1
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27/09
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Ch. 1. The nature of marketing
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Theory
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Read chapter 1
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Case 1. Group exercise
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Seminar
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4/10
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Ch. 2 The Global Marketing Environment
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Theory
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Read chapter 2
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Case 2: Pestel analysis exercise and
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Seminar
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Deadline to select the
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2
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marketing planning.
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company
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for
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assignment
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7/10
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Library workshop, by Neil.
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1:00-1:30
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pm
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Lab112
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3
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11/10
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Ch. 3. Understanding Customer Behaviour
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Theory
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Read chapter 3
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Case 3: SWOT analysis exercise
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Seminar
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4
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18/10
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Ch. 4. Marketing research and customer
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Theory
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Read chapter 4
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insights
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Case 4. Marketing research
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Seminar
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5
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25/10
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Ch. 5 Market segmentation, targeting and
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Theory
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Read chapter 5
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positioning
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Case 5: Segmentation case study.
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Seminar
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6
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1/11
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Ch. 6 Value through products and brands
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Theory
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Read chapter 6
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MID TERM EXAM
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Exam/Seminar
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Study chapter 1 to 5
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Case 7: Product case study
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7
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8/11
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EMPLOYABILITY WEEK
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No classes
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8
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15/11
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Ch.
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7.
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Value through
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Services,
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Theory
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Read chapter 7
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Relationships and Experiences
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Case 8: Services marketing
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Seminar
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9
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22/11
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Ch. 8. Value through Pricing
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Theory
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Read chapter 8
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Case 9: Price
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Seminar
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Deadline to bring the
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Draft for groups.
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10
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29/11
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Ch.
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9.
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Integrated
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Marketing
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Theory
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Read chapter 9
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communications I
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Case 10: Communications Techniques
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Seminar
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Deadline to bring the
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Draft for groups.
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11
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6/12
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Ch.
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10
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Integrated
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Marketing
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Theory
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Read chapter 10
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communications II and Distribution
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Assignment Draft Feedback. No case
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Seminar
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studies.
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12
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13/12
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Course review
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Preparation
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of
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questions
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1.
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External Audit including PESTEL, SWOT, Competitor environment
|
45
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1.
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Understand the
|
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and market environment
|
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position of
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marketing
|
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management in
|
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the modern
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firm;
|
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3)Evaluate the position
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of
|
a specific
|
company
|
|
|
|
within a
|
market sector
|
|
|
|
and
|
identify
|
the
|
|
|
|
marketing
|
strengths,
|
|
|
|
weaknesses,
|
|
|
|
|
|
opportunities
|
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and
|
|
|
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threats
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appropriate
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to
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|
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the company
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|
|
|
2.
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Internal audit including, sales , market share , profits , costs ,
|
45
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1.
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Understand the
|
|
customer profile , effectiveness of the marketing mix
|
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|
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position of
|
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|
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marketing
|
|
|
|
|
|
|
management in
|
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|
|
|
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the modern
|
|
|
|
|
|
|
firm;
|
|
|
|
|
|
4.Define
|
appropriate
|
|
|
|
qualitative
|
|
and
|
|
|
|
quantitative
|
marketing
|
|
|
|
objectives for a specific
|
3.
|
Creation of a SMART marketing objective and new product idea
|
10
|
1. Understand the
|
|
|
|
ethical and
|
|
|
|
sustainability
|
|
|
|
issues affecting
|
|
|
|
marketing in
|
|
|
|
the modern
|
|
|
|
|
firm;
|
|
|
|
4.Define
|
appropriate
|
|
|
|
qualitative
|
and
|
|
|
|
quantitative
|
marketing
|
|
|
|
objectives for a specific
|
|
|
|
organisation
|
which are
|
|
|
|
SMART in nature.
|
|
|
|
|
|
|
TOTAL MARKS:
|
100%
|
|
|
3.2Reading List and Learning Resources
The reading list and learning resources for this module are available on Reading Lists at Anglia, you can access the reading list for this module.
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