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 ofthat 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
% of module mark
Essay/coursework Marketing Principles & Practice - Open Assessment
Special assessment rules
% of module mark
Essay/coursework Marketing Report
Module assessment reports to students are written by the module leader for all assessments (open and closed) and placed on the VLE after the Board of Examiners has received the module marks.
The timescale for the return of feedback will accord with TYMS policy
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.