Module overview
The module introduces you to the basic concepts of marketing and explains its function in today’s business environment. You will discuss principal theory and practice of marketing and how marketing builds value to the firm and the customer with examples and assessment work.
The outcomes from the module is to provide students with a grounding of the role and importance of marketing and provide basic skills enabling the student to analyse and consider marketing problems and opportunities.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- Marketing principles in a wide variety of contexts.
- The changing business environment within which marketing operates.
- Define and summarise marketing concepts.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- Evaluate and apply marketing principles.
- Explain a course of action based on relevant marketing theories/frameworks.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- Demonstrate effective oral and/or written communications.
Syllabus
- Introduction to Marketing
- Marketing Research
- Strategic & Tactical Marketing Decisions
- Marketing Mix
- Digital Marketing
- Ethics and Sustainability
Learning and Teaching
Teaching and learning methods
Weekly lectures introducing topics and classes that investigate the topics in more depth. The module will run from Weeks 1-12. There will be one lecture and one seminar per week.
| Type | Hours |
|---|---|
| Lecture | 24 |
| Wider reading or practice | 30 |
| Revision | 26 |
| Follow-up work | 40 |
| Seminar | 10 |
| Preparation for scheduled sessions | 20 |
| Total study time | 150 |
Resources & Reading list
Textbooks
Kotler, P., Armstrong, G., Harris, L.C. & Piercy, N. (2020). Principles of Marketing. Harlow: Pearson.
Wood. M. B. (2017). Essential Guide to Marketing Planning. Harlow: Pearson.
Jobber, D., and Ellis-Chadwick, F. (2020). Principles and Practice of Marketing. McGraw-Hill Education.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Lectures and Seminars
- Assessment Type: Formative
- Feedback: Formative feedback will be given to students during lectures, seminars, office hours, and via email when students ask questions of the module leader.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
| Method | Percentage contribution |
|---|---|
| Individual report | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
| Method | Percentage contribution |
|---|---|
| Individual report | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
| Method | Percentage contribution |
|---|---|
| Individual report | 100% |
Repeat Information
Repeat type: Internal & External