Going-to-Market is designed to both introduce students to the key principles of marketing, and to provide the opportunity to apply and integrate these principles by taking a new brand concept through from creation to launch plan.

Using a combination of groupwork and individual assessment, and guided by the knowledge above, students will experience aspects of conducting marketing in the workplace, including reading data to support decision-making and produce creative solutions, using assistive technology and software, teamworking, and communicating decisions and solutions persuasively and confidently in written and presentation form.

The identity module is where the core marketing content is delivered and assessed. As such, the syllabus is broad and holistic, enabling students to understand and apply the marketing practices and skills necessary for going-to-market; taking a new brand through from conception to launch.

The module allows students to learn about the different contexts within which marketing occurs (nonprofit/for-profit, tangible/services, business-to-consumer/business-to-business) and gives them to opportunity to choose a focal context within their assessment.

Students will be able to recognise the impact of contemporary issues in the external environment (new and emerging technologies, customer and market expectations regarding professional norms and social responsibilities) and accommodate this in their marketing decision-making.

Designed to give students the knowledge and skills required to take a new brand to market (and to be able to do so for different marketing contexts), this module requires students to critically evaluate, apply, and synthesise the following topics:

• External and internal environmental analysis
• Strategic marketing planning
• Competitor analysis
• Consumer behaviour
• Marketing research
• Segmentation, targeting and positioning
• New product development process

Product roadmaps
The marketing mix (7Ps) with a focus on branding, and marketing communications for product launch
Key stakeholders in the going-to-market process with a focus on sales and the sales force
The contexts of marketing, dependent on current staff expertise, for example: behaviour change, Fast-Moving Consumer Goods (FMCG), services, fashion and retail, business-to-business, start-up, and global markets
Using artificial intelligence in marketing practice
Sustainable development and professional norms in marketing practice Monitoring and evaluation, including selecting and measuring marketing metrics

Students will also develop and apply practical skills; namely product pitching, group working, reading data, creative thinking and using supportive software.