MODULE HANDBOOK BTEC Level 5 HN Diploma in Business (QCF) Module: Unit 41: Contemporary Issues in Marketing Management Management Programme Name: BTEC Level 5 HN Diploma in Business (QCF) Unit code: K/601/1037 Lecturer: Ogbonda Ogoloma [email protected] Lecture Duration: 3 Hours (per session) Assignment Deadline Date: 08 December 2014 Unit aim: This unit will introduce learners to some current issues within the marketing industry including relationship marketing, customer relationship management, marketing in non-traditional contexts, marketing services and the increasing concern with ethical and social considerations. 2 CONTENTS Page 1. UNIT ABSTACT 3 2. LECTURE SCHEME 4 3. ASSIGNMENT BRIEF 8 4. ASSIGNMENT TASKS 9 5. GENERAL GUIDANCE 11 6. SUMMARY OF GRADING 16 7. RECOMMENDED RESOURCES 17 8. PLAGIARISM/COLLISION 17 9. HARVARD REFERANCE SYSTEM 19 10. METHODS OF WORKING 21 11. ASSIGNMENT CHECKLIST 22 3 Unit 41: Contemporary Issues in Marketing Management Credit value: 15 credits UNIT ABSTRACT Understand the importance of relationship marketing in a contemporary business context Marketing has evolved from different forms and stages to another: from production, transactions, consumer relationship marketing (CRM) ethos, internal and external relationships, supply chain relationships, and many more. The role of marketing as a business function is increasingly viewed as an integral constituent of overall corporate strategy as organisations have become more aware of the need to develop long-term relationships with their customers. The marketing industry has widened its scope to include non-traditional organisations such as those in the public and voluntary sectors. In this unit learners will examine how marketing theory is applied in not-for-profit organisations. Services management, and therefore marketing, has been recognised separately since the 1970s. This unit also looks at the special approaches that service industry businesses need to adopt in a rapidly changing environment. Ethical and social considerations have become increasingly important  Learning outcomes On successful completion of this unit a learner will: 1 Understand the importance of relationship marketing in a contemporary business context 2 Understand the role of marketing in non-traditional contexts 3 Understand the importance of applying the extended marketing mix in the service sector 4 Understand the reasons for the increasing emphasis on ethics and social responsibility in marketing.  Essential requirements Learners must have access to a wide range of marketing texts. Texts must be supported by use of journals, company reports and government statistics. Case studies, videos and documented examples of organisations and their marketing, auditing and planning techniques must be used to illustrate the topical nature of this unit. The contemporary nature of this unit requires the use of current material that can be accessed through professional institutes' publications and websites. 4 LECTURE SCHEME Sessions Topic Teaching Methodology WEEK ONE LO1 Understand the importance of relationship marketing in a contemporary business context. 1.1 Explain the concept of knowledge management and its role in relationship marketing. 1.2 Explain the ways that ICT can support the customer relationship management process in a particular organisation. Discuss Leaning outcome for Contemporary Issues in marketing Management Unit 41. Marketing evolution, knowledge management, relationship marketing, IT requirements in relationship marketing Assessment question for LO1. Give Homework Activities:  Case studies Google and Fords Motors.  Discuss 1.1 of LO1 PowerPoint Presentation Discussion/Exercises Questions & Answers WEEK TWO LO1 1.3 describe the benefits of customer relationship management in a selected organisation 1.4 make justified recommendations for the improvement in customer relationship management for a selected organisation Recap week 1 including homework discussion. Benefits of relationship marketing: maximising customer equity, lifetime value of customer, competitive environment, how the marketing mix supports relationships – brand recognition – reference groups – consumer behaviours in relation to corporate identity; issues of credibility, trust and commitment in relationships with stakeholders. CRM: what CRM systems can do, limitations and possibilities, integration with traditional methods, maximising value for customer and organisation, how internet and digital technologies can be used to enhance communications and relationships within channels and between B2B partners, increasing social CRM, use of social media eg YouTube, Twitter, Facebook etc. Activities:  Ask student to recap last week  Homework given  Date given for the final feedback for LO1 Assessment question PowerPoint Presentation Discussion/Questions Questions & Answers WEEK THREE LO2 Understand the role of marketing in non-traditional contexts. 2.1 carry out a stakeholder Recap week 2 including homework discussions. Voluntary sector: types of voluntary sector organisations, role of marketing – customers, donors and beneficiaries of voluntary sector organisations; budgeting and performance in voluntary sector organisations, use of different PowerPoint Presentation Discussion/Exercises Questions & Answers 5 analysis for a voluntary sector and a public sector organisation 2.2 describe the nature of the relationships with customer within two selected not-for- profit organisations marketing techniques eg direct methods, intervention marketing, virtual marketing. Customer identification: the nature of relationships with customers in not-for-profit organisations, nature of message and methods of communication, customer benefit and recognition, stakeholders in not-for-profit organisations, prioritising stakeholder needs e.g. power/interest grid Activities:  Ask student to recap last week WEEK FOUR LO2 2.3 compare methods used in marketing within the public, private and voluntary sectors 2.4 explain the key issues involved in marketing in a selected virtual organisation Recap week 3 including homework discussions. Public sector: importance of growth of marketing concepts in the public sector, mix of private, voluntary and public sector activity, public sector objectives. Virtual organisations: the importance of the e-commerce revolution, online purchasing and production, particular aspects of relationships with customers in virtual organisations, e- marketing mix, trends in virtual/real mix of activities. Activities:  Ask the class to recap last week  Discuss 2.1 and 2.2 of Assessment question for LO2 PowerPoint Presentation Question & Answers Discussion/Exercises WEEK FIVE LO3 Understand the importance of applying the extended marketing mix in the service sector. 3.1 describe the use of the extended marketing mix in a selected service sector businesses Extended marketing mix: people, processes, physical evidence; the development of services management and marketing as a separate discipline. Activities:  Discuss Assessment question for LO2 – PowerPoint Presentation Questions Discussion/Exercises Question & Answers WEEK SIX 3.2 explain how the product/service mix can be used to enhance value for the customer and organisation 3.3 explain how difficulties peculiar to the marketing of services can be overcome with reference to a particular organisation Service/product mix: nature of services as intangibles, services as added value to product mix, services within relationship marketing, service sector growth, increasing importance of services in developed economies, globalisation of services provision Managing the process of service marketing: perishability and heterogeneity of services, particular marketing approaches in service industries. PowerPoint Presentation Questions & Answers Discussion/Exercises 6 Activities:  Ask Class Recap Week 5  Discuss Part 1&2 of Assessment question for LO3  Remind class that final submission will be next week. WEEK SEVEN Final Assessment for LO2 Activities:  LO2 Presentation assessment submission Student submission of Presentation task. WEEK EIGHT 3.4 explain the role of IT in services marketing management in a selected organisation Managing the quality of services provision: customer perceptions of quality, measurement of customer satisfaction levels, and importance of customer retention. Role of ICT: how ICT can be used to manage the process of marketing in the services industry e.g. customer databases, capacity analysis, dynamic pricing, internal marketing research Activities:  Ask Class Recap Week 6 Discuss Part 3 & 4 of Assessment question for LO3 PowerPoint Presentation Questions & Answers Discussion/Exercises WEEK NINE LO4 Understand the reasons for the increasing emphasis on ethics and social responsibility in marketing. 4.1 explain some of the current issues of ethical and social concern to marketers in a particular industry Corporate social responsibility (CSR): corporate reputation, economic, legal, ethical. Activities:  Ask Class Recap Week 8  Discuss Part 1 &2 of Assessment question for LO4  Remind class that final submission will be next week. PowerPoint Presentation Questions & Answers Discussion/Exercises WEEK TEN LO4 Understand the reasons for the increasing emphasis on ethics and social responsibility in marketing. 4.2 explain the concept of CSR with reference to a particular organisation Corporate social responsibility (CSR): corporate reputation, economic, legal, ethical and philanthropic social responsibilities; impact on brand reputation Societal marketing: development in the evolution of marketing Activities:  Ask class to recap week 9  Case study of 2 companies  Discuss Part 3 of Assessment question for LO4 PowerPoint Presentation Questions & Answers Discussion/Exercises 7 WEEK ELEVEN Give Feedback on Assessment question (LO4).  Discuss Assessment question for LO4 and remind class that final submission will be next week. One to One feedback Scan feedback by admin WEEK TWELVE 4.3 evaluate the role played by a selected pressure group in influencing ethical and social marketing policies for a selected organisation Ethical considerations: business ethics, globalisation, international marketing ethics, pressure group activity, environmental/ecological issues, international protocols, sustainable marketing; ethics and responsibility in marketing research Activities:  Ask class to recap week 10  Final submission for LO4 PowerPoint Presentation Questions & Answers Discussion/Exercises WEEK THIRTEEN Formative Assessment for LO1/LO2/LO3/LO4 Recap Week 12 Activities:  Give Feedback on all Assessment task. Scan feedback to student record One to One feedback Scan feedback by admin All four Assessments Questions Due on the 8th December 2014 8 DATE Unit & Title Learning Outcome Hand Out Date Hand In Date Summative Assessment IV Sampling Date Assessor Name 08/09/14 Understand the importance of relationship marketing in a contemporary business context LO1 08/09/14 29/09/14 08/12/2014 Ogbonda Ogoloma 08/09/14 Understand the role of marketing in non- traditional contexts LO2 08/09/14 20/10/14 08/12/2014 Ogbonda Ogoloma 08/09/14 Understand the importance of applying the extended marketing mix in the service sector LO3 08/09/14 10/11/14 08/12/2014 Ogbonda Ogoloma 08/09/14 Understand the reasons for the increasing emphasis on ethics and social responsibility in marketing LO4 08/09/14 24/11/14 08/12/2014 Ogbonda Ogoloma Assessment Plan LBBA- Contemporary Issues in Marketing Mangagement K/601/1037 9 LEARNING OUTCOME EVIDENCE Learning Outcome 1 Understand the importance of relationship marketing in a contemporary business context Report AC 1.1 1.1 explain the concept of knowledge management and its role in relationship marketing AC 1.2 1.2 explain the ways that ICT can support the customer relationship management process in a particular organisation AC 1.3 1.3 describe the benefits of customer relationship management in a selected organisation AC 1.4 1.4 make justified recommendations for the improvement in customer relationship management for a selected organisation Learning Outcome 2 Understand the role of marketing in non-traditional contexts Presentation Format AC 2.1 2.1 carry out a stakeholder analysis for a voluntary sector and a public sector organisation AC 2.2 2.2 describe the nature of the relationships with customer within two selected not-for-profit organisations AC 2.3 2.3 compare methods used in marketing within the public, private and voluntary sectors AC 2.4 2.4 explain the key issues involved in marketing in a selected virtual organisation Learning Outcome 3 Understand the importance of applying the extended marketing mix in the service sector Essay AC 3.1 3.1 describe the use of the extended marketing mix in a selected service sector businesses AC 3.2 3.2 explain how the product/service mix can be used to enhance value for the customer and organisation 10 AC 3.3 3.3 explain how difficulties peculiar to the marketing of services can be overcome with reference to a particular organisation AC 3.4 3.4 explain the role of IT in services marketing management in a selected organisation Learning Outcome 4 Understand the reasons for the increasing emphasis on ethics and social responsibility in marketing Report AC 4.1 4.1 explain some of the current issues of ethical and social concern to marketers in a particular industry 4.2 explain the concept of CSR with reference to a particular organisation 4.3 evaluate the role played by a selected pressure group in influencing ethical and social marketing policies for a selected organisation TASKS LO1 Describe and explain the importance of relationship marketing in a contemporary business context. Your answer must include the following learning outcomes: 1.1 explain the concept of knowledge management and its role in relationship marketing 1.2 explain the ways that ICT can support the customer relationship management process in a particular organisation 1.3 describe the benefits of customer relationship management in a selected organisation 1.4 make justified recommendations for the improvement in customer relationship management for the selected organisation