Occurrence | Teaching cycle |
---|---|
A | Autumn Term 2020-21 |
This module combines both academic study and practical content. The academic element of the module is covered through a weekly lecture on marketing theories and techniques, from which students should gain an understanding of marketing principles. The practical content draws upon case studies and marketing briefs/activities to explore marketing in practice. This module aims in particular, to guide student marketers through the marketing planning process and covers a broad structured approach which relates marketing principles to practice.
The module uses the flipped classroom approach. Students have access to course material online (e.g. ppt presentations, reading list, case studies) at the beginning of the term. Each seminar covers a case study applying a part of the marketing plan.
Task | Length | % of module mark |
---|---|---|
Open Examination Open Assessment |
N/A | 40 |
Open Examination Open Assessment |
N/A | 60 |
None
Task | Length | % of module mark |
---|---|---|
Essay/coursework Marketing Report |
N/A | 100 |
Students will receive a feedback sheet with detailed comments on their summative assessments. Turnaround time for summative assessment is 4 weeks. The two parts of the assessment are not related, feedback on the first summative is not needed to undertake the second summative. At the end of the term the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to the students.
Jobber and Ellis Chadwick (2013) Principles and Practice of Marketing 7th Ed McGraw Hill
McDonald and Wilson, (2011) Marketing Plans: How to prepare them, how to use them, John Wiley and Sons
Wood, M.B. (2004). Marketing Planning- principles into practice, Prentice Hall.