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Marketing Principles & Practice - MAN00013I

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  • Department: The York Management School
  • Module co-ordinator: Dr. Pierre-Luc Emond
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2024-25

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).


Task Length % of module mark
Individual Essay
N/A 100

Special assessment rules



Task Length % of module mark
Individual Essay
N/A 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.

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.