2024-25 MBA11 Marketing

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ASSESSMENT

Overview

Module overview and assessment

Unit 1

Introduction to marketing & the value framework

Formulating value proposition: Positioning

Unit 3

Unit 2

Identifying opportunities to create value: Segmentation and targeting

Unit 4

Communicating value: Branding

Unit 5

Creating and capturing value: Product and price

Unit 6

Forecasting and delivering value

In Unit 1 you will explore and gain a deep understanding of the Value Framework. You will also learn how to use this framework to analyse other companies.

In this final unit you will explore how analytics can be used to support marketing decision-making.

In this introductory section, you will discover the learning outcomes for the module and the main module discussion board, which you may return to as you study this module to share ideas with your peers. You will also find here the assessment guidance for the module.

Unit 2 will introduce you to the what, why and how of segmentation. In this unit you will explore and examine different approaches to segmentation and targeting.

In Unit 3 you will learn how to develop an effective positioning strategy for your product/service.

In Unit 4 you will learn how to develop an effective branding strategy which incorporates the four stages of building brand equity.

In Unit 5 you will explore the importance of product and price in marketing. In doing so, you will examine the psychology behind new product adoption and the effectiveness of different pricing strategies.