Marketing Principles & Practice - MAN00013I
Module will run
| Occurrence | Teaching period |
|---|---|
| A | Semester 1 2024-25 |
Module aims
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.
Module learning outcomes
Successful completion of the module will demonstrate the students are able to:
- Understand the concepts of marketing and the principles that underpin marketing techniques
- Demonstrate an ability to evaluate and critique marketing concepts
- Analyse the marketing function of an organisation and understand how it is integral to the success of that organisation
- Demonstrate an ability to analyse the marketing environment using marketing concepts and techniques
- Understand the relevance to organisations and the stages involved in the marketing planning process and of its application
Module content
Indicative Content: marketing audit (SWOT analysis, PESTLE framework), consumer buying behaviour, marketing strategy (i.e. segmentation, targeting, positioning, branding) and (extended) marketing mix (i.e. product, place, price, promotion, processes, people, physical evidence).
Indicative assessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 100 |
Special assessment rules
None
Indicative reassessment
| Task | % of module mark |
|---|---|
| Essay/coursework | 100 |
Module feedback
Students will receive initial written feedback on their formative assessment. For their summative assessment, they will receive a detailed feedback sheet with comments. Turnaround time for summative assessment is 4 weeks.
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.
Indicative reading
Baines, P., Rosengren, S., and Antonetti, P. (2022), Marketing, 6th Edition, Oxford University Press, Oxford, 750p.