Module Information
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 20 x 2 Hour Lectures |
| Tutorial | 5 x 1 Hour Tutorials |
| Lecture | 10 x 1 Hour Lectures |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Online test (1 hour) | 20% |
| Semester Assessment | Assignment (1,500 words) | 20% |
| Semester Exam | 2 Hours | 60% |
| Supplementary Assessment | Online test (1 hour) | 20% |
| Supplementary Assessment | Assignment (1,500 words) | 20% |
| Supplementary Exam | 2 Hours | 60% |
Learning Outcomes
On successful completion of this module students should be able to:
Discuss marketing practice and its role in organizations.
Identify and discuss common social, environmental and ethical criticisms that are commonly directed at the marketing discipline.
Explain analytical models of the consumer and business buying processes, and assess their implications for solutions to B2C and B2B marketing problems.
Discuss marketing problems by applying the principles of market segmentation, targeting and positioning.
Identify the basic principles of Marketing's '4Ps' and of their integration in a 'marketing mix' that determines the competitive positioning of a product.
Assess the limitations of simple marketing principles, and identify other challenging issues that must be addressed by marketing academics and practitioners.
Brief description
This module introduces students to a range of marketing essentials and contemporary forms of marketing, including; the marketing mix, segmentation, branding, consumer behaviour, digital marketing, supply-chain management and marketing communications. The module also aims to develop understanding of the history and nature of marketing as a core business discipline and academic subject, and of how marketing knowledge can be applied to real world phenomena and problems in business and society.
Content
• Marketing Principles and Society
• Consumer Buying Behaviour
• Marketing Research and Customer Insight
MARKETING MANAGEMENT
• Marketing Environment
• Marketing Strategy
• Market Segmentation and Positioning
• International Market Development
THE MARKETING MIX
• Innovation and New Proposition Development
• Price Decisions
• An Introduction to Marketing Communications
• Managing the Communications Mix
• Marketing Channels and Retailing
PRINCIPLES OF RELATIONAL MARKETING
• Branding Decisions
• Managing Relationships and Customer Experiences
• Business-to-Business Marketing
• Not-for-Profit Marketing
CRITIQUE AND CHANGE IN MARKETING PRACTICE
• Digital and Social Media Marketing
• Marketing, Sustainability, and Ethics
• Critical and Postmodern Perspectives in Marketing
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | Analysis of company reports and other numerical data. |
| Communication | Develop communications skills including discussion and listening skills. Improve literacy skills by reading and writing about marketing. |
| Improving own Learning and Performance | Devise and apply realistic self-learning strategies, review and monitor overall performance, be aware of time management techniques. |
| Information Technology | Use a range of commonly used software packages. Present information and data. Use email /internet appropriately and effectively. |
| Personal Development and Career planning | Students will be able to use the skills learnt in this module to enhance their career opportunities. They will also be aware of the importance of organizing and managing sources of knowledge. |
| Problem solving | Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational proposal in response to problem. |
| Research skills | Carry out research into current thinking in the areas of marketing. Identify relevant source material and journal articles for assignments. |
| Subject Specific Skills | Students will be aware of the importance of organizing and managing sources of knowledge and keeping up to date with the latest developments in marketing. |
| Team work | Understand the concept of group dynamics, contribute effectively and participate in group discussions and group presentation. |
Notes
This module is at CQFW Level 4