Module overview
This module introduces you to the scope and role of marketing within an organisation and the dynamic business environment in which it operates. Key components of the macro and micro environment are identified giving students the knowledge and skills required to analyse and interpret key stakeholders, e.g. customers and competitors. This lays the foundation for how value is created for shareholders and customers using the marketing mix.
Aims and Objectives
Learning Outcomes
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- debate the fundamentals and evolution of marketing, whilst applying theory to practice;
- provide marketing options/solutions to solve business problems;
- communicate ideas and arguments fluently and effectively;
Subject Specific Practical Skills
Having successfully completed this module you will be able to:
- effectively persuade, convince and argue marketing issues;
- appraise and apply a range of approaches to decision making from a marketing management perspective;
- apply marketing theory to practice;
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- critically analyse marketing and management problems;
- select and apply appropriate marketing tools and techniques for approaching a particular problem and then reflect upon the selected approach to refine decision-making and analytical skills;
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the complexity of the competitive environment and its implications for marketing decisions and activities;
- Essential marketing concepts and frameworks that provide effective solutions for marketing management in contemporary organisations;
Syllabus
Topics covered in this module will include:
- Market Research
- Business Environment
- Strategy
- Segmentation, Marketing and Positioning
- Marketing Mix
Learning and Teaching
Teaching and learning methods
This module will be delivered through a blend of different T&L methods, including:
- Lectures
- Student led discussion and debate
- Guest lectures from internal and/or external specialists/practitioners
- Private study (using books, journals and databases for research and analysis)
Type | Hours |
---|---|
Teaching | 24 |
Independent Study | 126 |
Total study time | 150 |
Resources & Reading list
Journal Articles
You are also expected to supplement your reading from academic and practitioner publications such as:.
Textbooks
Kotler, P., Keller, K., Goodman, M., Brady, M. and Hansen, T. (2020). Marketing Management. Pearson: Harlow.
Kolter, P T. Armstrong, G. Harris, L.C. and He, H. (2020). Principles of Marketing. Pearson: Harlow.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Class discussions
- Assessment Type: Formative
- Feedback: At the end of each lecture we will discuss the outcomes, what theory and practice had been covered during each session.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Examination | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Examination | 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 |
---|---|
Examination | 100% |
Repeat Information
Repeat type: Internal & External