Aerospace Marketing

Code: UMKC8Y-10-M

Title: Aerospace Marketing

Version: 1

Level: M

UWE credit rating:

ECTS credit rating:

Module type: Project

Owning Faculty: BBS

Field: Marketing

Valid from: 1 September 2002

Discontinued from:

Contributes towards: IGDS Scheme

Pre-requisites: None

Co-requisites: None

Excluded combinations: None

Learning outcomes:

On completion of this module, successful students will be able to:

Knowledge and Understanding

- show an understanding of how marketing contributes to the identification, development and implementation of organisational strategy (Assessment component A)

- recognise the benefits and implications of a market orientation as applied in the context of both their own and other organisations (Assessment component A)

- understand the major macro and micro forces that will affect the successful development and implementation of marketing strategies and programmes (Assessment component A)

Subject Specific Skills

- apply a disciplined approach to using appropriate conceptual models and tools to analyse complex marketing problems and formulate solutions within the context of their organisation in its competitive environment (Assessment component A)

- critically evaluate strategic marketing options based upon a sound analysis of relevant aspects of the external and internal marketing environment (Assessment component A)

Cognitive Skills

-use analytical and evaluative thought processes in assessing theories, texts, models and case studies, critically considering their relevance to the scenarios under discussion.

-demonstrate the ability to argue alternative approaches in dealing with marketing issues and form viewpoints based on evidence, analysis and discussion (Assessment component A)

-demonstrate ability to synthesise information and provide innovative solutions to marketing issues within their own organisation (Assessment component A)

Other Transferable Skills

- demonstrate the ability to selectively draw from published material in undertaking their project (Assessment component A)

- demonstrate competence to undertake research relating to their project (Assessment component A)

- demonstrate the ability and capacity for independent and self-critical learning (Assessment component A)

Syllabus outline:

The role of marketing in the organisation

Analysing marketing environments

Targeting, segmentation and positioning

Product and Service quality delivery

Customer relationship management in business to business

Business Channel Management

Business networks

Marketing communications and crisis management

Innovation and effective implementation of customer-led strategic marketing programmes

Teaching and learning methods:

The classroom sessions take place over the course of a week. The sessions combine formal lecturing with a wide range of participative activities including case studies, problem solving activities and group discussion. Prior to the commencement of the module students are required to do a significant amount of initial reading as directed and to supplement this through the course. It is important that this pre-reading is undertaken as session teaching will draw on it from the outset of the course.

Guest speakers from the aerospace industry will be included within the programme, where available – most likely in the evenings after the classes have ended.

Reading strategy:

Need paragraph

Indicative sources:

Hooley, G.J. Saunders, J.A. & Piercy, N.F. (2004) Marketing Strategy and Competitive Positioning. (3nd Ed.) Prentice Hall – core text.

Useful additional sources:


Jobber, D. (2007) Principles & Practice of Marketing (6th Ed.) McGraw Hill

McDonald, M. (2002) Marketing Plans: How To Prepare Them, How To Use Them. (5th Ed.) Butterworth Heinemann

Christopher, M. Payne, A. & Ballantyne, D. (2002) Relationship Marketing-creating stakeholder value. Butterworth Heinemann

Ford, D. et al. (2006) The Business Marketing Course – managing in complex networks.(2nd ed.) Wiley


Journal of Marketing Management

Journal of Marketing

European Journal of Marketing

International Journal of Services Industry Management

Journal of Business and Industrial Marketing

Journal of Strategic Marketing


In their assessment project it is expected that students will focus on a practical marketing issue that relates aspects of marketing theory to their own organisation, using textbooks and journals to support their analysis. During the course students will be inducted into the use of the library for search and retrieval of books and electronic journals. Formative feedback on their assessment project will be provided by tutors and course peers following verbal presentation of their project outline in one of the class sessions and by tutors responding to a written draft proposal that will be submitted within two weeks after the end of the course. This feedback is intended to help in the definition of a suitable research project and to provide early guidance in terms of planned approach, scope and possible reference sources.

Weighting between components A and B (standard modules only)



First Assessment Opportunity

Component A

Description of each element

1 Project – maximum 3500 words

Element weighting


Second Assessment Opportunity (further attendance at taught classes is not required)

Component A

Description of each element

1 Project – maximum 3500 words

Element weighting


SECOND (OR SUBSEQUENT) ATTEMPT Attendance at taught classes is required.

Specification confirmed by …………………………………………………Date ……………………………

(Associate Dean/Programme Director)

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