Module leader: Wendy Pearson

Aims
This module aims to provide students with an introduction to the theory and practice of marketing within a service context. It will allow them to develop an understanding of the relevance of marketing to their operation and to develop appropriate marketing strategies within a student employment, work experience and/or careers service. The purpose of this module is not to turn students into salespeople, market researchers or marketing directors, but to assist them to see how the principles apply to their service, whether that is a placement service, careers advisory service, volunteer bureau or job shop.

Learning outcomes
By the end of the module the student should be able to:

• Demonstrate knowledge and understanding of marketing theories.
• Understand the purpose and application of business strategies.
• Demonstrate ability in critical analysis and evaluation.
• Formulate research questions.
• Identify a suitable research methodology.
• Demonstrate written communication skills.
• Skills in problem solving.
• Skills in time management and organisation.
• Skills in numeracy.
• Skills in use of information technology.

Outline syllabus

• Marketing services.
• Marketing in the public sector.
• Identifying your customers.
• The marketing mix.
• Market research.
• Ethical and professional considerations.
• Strategy implementation.

Summary of teaching
This module is delivered entirely by distance learning. The indicative hours required to complete the module are 200.

Module timing and duration
Usually, this module runs all year round. Participants are allowed 5 months to complete.

Summative assessment
The assignment consists of a 5000 word project (100%). Typically, participants are asked to conduct some market research relevant to their own context, and to develop a marketing strategy for an area of their service.