Unit Objectives

This unit aims to enable learners to critically analyze and synthesize contemporary issues in marketing, employing advanced theoretical frameworks and empirical evidence.

This involves evaluating the complexities of modern marketing challenges, proposing innovative solutions, and contributing novel insights to the field through rigorous research and scholarly discourse.

Learning Outcomes

  • Demonstrate a profound comprehension of the strategic implications of marketing within the broader contexts of corporate and business strategies.
  • This entails analyzing the intricate interplay between strategic marketing initiatives and organizational strategies, elucidating their synergies, tensions, and transformative potential through advanced conceptual frameworks and empirical research.
  • The emerging field of Neuromarketing and its profound implications for marketing strategies and tactics.
  • This involves critically evaluating the latest trends, theories, and empirical research in Neuromarketing, discerning its impact on consumer behaviour, decision-making processes, and market outcomes.
  • Develop a sophisticated understanding of B2B marketing strategy and planning, emphasizing the cultivation of enduring, value-driven relationships with business customers.
  • This involves critically analyzing advanced concepts and theoretical frameworks in B2B marketing, synthesizing empirical evidence to inform strategic decision-making processes, and innovating approaches to foster sustained engagement and loyalty within complex business ecosystems.
  • Acquire a comprehensive grasp of the intricacies involved in conducting marketing research. This entails critically analyzing advanced methodologies, theoretical frameworks, and statistical techniques employed in marketing research design and execution.
  • Develop a conceptual framework of the diverse array of tools utilized in service marketing and the intricacies of designing effective service marketing activities.
  • Develop a conceptual framework of the diverse range of tools employed in customer experience (CX) management and the intricacies of designing optimal customer experiences and customer journeys.