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Marketing in the 21st century

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The economic turmoil of the last few years has required organisations to undertake more creative marketing as well as be more responsive to the needs of the market. This online course explores a variety of marketing issues that emerge from marketing planning, such as marketing research, marketing segmentation, targeting and positioning. You will draw upon current theories and examples that illustrate how organisations of all sizes deal with environmental challenges and through this gain a strong appreciation of how marketing principles will not only benefit your organisation, but also how you can use these to improve your own performance.

Register for the course

This course is available for study in the countries shown. Fees and financial support may vary by country.


Start End Fee Register
03 May 2014 Oct 2014 £1875.00

Registration closed. There may still be a few places available. Please contact us on +44 (0)845 300 6090.

01 Nov 2014 Apr 2015 £1970.00

Registration closes 17/10/14 (places subject to availability)

Click to register
02 May 2015 Oct 2015 £1970.00

Registration closes 17/04/15 (places subject to availability)

Click to register
This course is expected to start for the last time in May 2020.
Start End Fee Register
03 May 2014 Oct 2014 £1975.00

Registration closed. There may still be a few places available. Please contact us on +44 (0)845 300 6090.

01 Nov 2014 Apr 2015 £2070.00

Registration closes 17/10/14 (places subject to availability)

Click to register
02 May 2015 Oct 2015 £2070.00

Registration closes 17/04/15 (places subject to availability)

Click to register
This course is expected to start for the last time in May 2020.
Start End Fee Register
03 May 2014 Oct 2014 £1595.00

Registration closed. There may still be a few places available. Please contact us on +44 (0)845 300 6090.

01 Nov 2014 Apr 2015 £1680.00

Registration closes 17/10/14 (places subject to availability)

Click to register
02 May 2015 Oct 2015 £1680.00

Registration closes 17/04/15 (places subject to availability)

Click to register
This course is expected to start for the last time in May 2020.
Start End Fee Register
03 May 2014 Oct 2014 £1595.00

Registration closed. There may still be a few places available. Please contact us on +44 (0)845 300 6090.

01 Nov 2014 Apr 2015 See description

Registration closes 17/10/14 (places subject to availability)

Click to register
02 May 2015 Oct 2015 See description

Registration closes 17/04/15 (places subject to availability)

Click to register
This course is expected to start for the last time in May 2020.
Start End Fee Register
03 May 2014 Oct 2014 £1595.00

Registration closed. There may still be a few places available. Please contact us on +44 (0)845 300 6090.

01 Nov 2014 Apr 2015 £1680.00

Registration closes 17/10/14 (places subject to availability)

Click to register
02 May 2015 Oct 2015 £1680.00

Registration closes 17/04/15 (places subject to availability)

Click to register
This course is expected to start for the last time in May 2020.
Start End Fee Register
03 May 2014 Oct 2014 £1975.00

Registration closed. There may still be a few places available. Please contact us on +44 (0)845 300 6090.

01 Nov 2014 Apr 2015 £2070.00

Registration closes 17/10/14 (places subject to availability)

Click to register
02 May 2015 Oct 2015 £2070.00

Registration closes 17/04/15 (places subject to availability)

Click to register
This course is expected to start for the last time in May 2020.
Start End Fee Register
03 May 2014 Oct 2014 £1595.00

Registration closed. There may still be a few places available. Please contact us on +44 (0)845 300 6090.

01 Nov 2014 Apr 2015 £1680.00

Registration closes 17/10/14 (places subject to availability)

Click to register
02 May 2015 Oct 2015 £1680.00

Registration closes 17/04/15 (places subject to availability)

Click to register
This course is expected to start for the last time in May 2020.
Start End Fee Register
03 May 2014 Oct 2014 See description

Registration closed. There may still be a few places available. Please contact us on +44 (0)845 300 6090.

01 Nov 2014 Apr 2015 £1680.00

Registration closes 17/10/14 (places subject to availability)

Click to register
02 May 2015 Oct 2015 £1680.00

Registration closes 17/04/15 (places subject to availability)

Click to register
This course is expected to start for the last time in May 2020.

*Fees may vary by country.

What you will study

This course is delivered online, and is designed to appeal to both marketing professionals and those managers in other professions. Drawing upon the introduction to marketing in MBA stage 1: management: perspectives and practice (B716), this course develops a broader understanding of how marketing impacts upon the manager and how, when successfully used, can lead to increased job and organisational performance. This is achieved through a combination of theory, examples, video clips, podcasts and, more importantly, a collection of activities that relate to your role as a manager and is equally relevant whether you work in the public, private or voluntary sector.

BB844 encourages you to appreciate and understand how marketing forms a central aspect of an organisation’s performance within the market place. You will study a combination of theory and see how this is applied by organisations. However, as marketing raises a number of ethical issues, these issues are raised with the specific intention of encouraging you to assess what you would have done in that situation.

There is one course assignment and one end-of-module assessment. These have a central theme of resolving a work based problem by drawing on the various learning activities that you undertake. This approach encourages you to view your learning in incremental stages, recognising how marketing can better inform you and ultimately allows you to resolve a real life work problem. Complimenting your learning will be your tutor who will support you in undertaking your activities, as well as implementing a number of group discussions. This aims to ensure you have a motivating and challenging learning experience that delivers real and practical outcomes to improve your own job performance.

Vocational relevance

BB844 uses a variety of theories, case studies examples and multi-media that reflects our changing times. The course provides both marketing and non-marketing practitioners with the marketing knowledge and skills to make a practical difference to their work. The knowledge and skills gained will be of value to you regardless of whether or not you currently hold a marketing role.

Entry

You will need to have already completed MBA stage 1: management: perspectives and practice (B716). You should also have completed the compulsory stage 2 module The dynamics of strategy (BB835). The next module you must study is the compulsory stage 2 module Corporate finance (BB831), although you may choose to study an elective module alongside this 15 credits of compulsory finance study.

You will also need an appropriate facility in English language, sufficient to be able to work effectively at postgraduate level; generally this means capability equivalent to an International English Language Test System (IELTS) score of 6.5. To assess your English language skills in relation to your proposed studies you can visit the IELTS website. If you are unsure whether your skill level in English is adequate you may find it helpful to look at our Skills for OU Study site.

If you have any doubt about the suitability of the course, please contact our Student Registration & Enquiry Service.

Qualifications

BB844 is an optional module in our:

Some postgraduate qualifications allow study to be chosen from other subject areas. We advise you to refer to the relevant qualification descriptions for information on the circumstances in which this module can count towards these qualifications because from time to time the structure and requirements may change.

Excluded combinations

Sometimes you will not be able to count a module towards a qualification if you have already taken another module with similar content. To check any excluded combinations relating to this module, visit our excluded combination finder or check with our Student Registration & Enquiry Service before registering.

Regulations

As a student of The Open University, you should be aware of the content of the Module Regulations and the Student Regulations which are available on our Essential documents website.

If you have a disability

Elements of this course are delivered online and include the use of real-time online discussions and an interactive whiteboard space; consequently time spent using a computer and the internet will be extensive. If you use assistive technology or have a hearing or speech impairment and have concerns about accessing this type of virtual environment and materials you can visit the system provider's website for information and contact the Open University to discuss it further before registering.

Written transcripts of any audio components and Adobe Portable Document Format (PDF) versions of printed material are available. Some Adobe PDF components may not be available or fully accessible using a screen reader. Alternative formats of the study materials may be available in the future. Our Services for disabled students website has the latest information about availability.

If you have particular study requirements please tell us as soon as possible, as some of our support services may take several weeks to arrange. Visit our Services for disabled students website for more information, including:

  • help to determine your study requirements and how to request the support that you need  
  • Disabled Students' Allowances (DSAs)
  • using a computer for OU study
  • equipment and other support services that we offer
  • examination arrangements
  • how to contact us for advice and support both before you register and while you are studying.

Study materials

Computing requirements

You will need a computer with internet access to study this course as it includes online activities, which you can access using a web browser.

  • If you have purchased a new desktop or laptop computer since 2007 you should have no problems completing the online activities.
  • If you’ve got a netbook, tablet or other mobile computing device check our Technical requirements section.
  • If you use an Apple Mac you will need OS X 10.6 or later.

You can also visit the Technical requirements section for further computing information including the details of the support we provide.

Teaching and assessment

Support from your tutor

You will have a tutor who will help you with the study material and mark and comment on your assignments and whom you can ask for advice and guidance. You will contact your tutor by telephone, email or via your tutor group forum on the BB844 website.

Contact our Student Registration & Enquiry Service if you want to know more about study with The Open University before you register.

Assessment

The assessment details can be found in the facts box above.

You must use the online eTMA system to submit your tutor-marked assignment (TMA) and end-of-module assessment (EMA).

Future availability

The details given here are for the course that starts in November 2013 and May 2014. We expect it to be available twice a year.

How to register

To register a place on this course return to the top of the page and use the Click to register button.

Distance learning

The Open University is the world’s leading provider of flexible, high quality distance learning. Unlike other universities we are not campus based. You will study in a flexible way that works for you whether you’re at home, at work or on the move. As an OU student you’ll be supported throughout your studies – your tutor or study adviser will guide and advise you, offer detailed feedback on your assignments, and help with any study issues. Tuition might be in face-to-face groups, via online tutorials, or by phone.

For more information about distance learning at the OU read Study explained.

Course facts
About this course:
Course code BB844
Credits 15
OU Level Postgraduate
SCQF level 11
FHEQ level 7
Course work includes:
1 Tutor-marked assignment (TMA)
End-of-module assessment
No residential school

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