Marketing Principles & Practice - MAN00013I

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  • Department: The York Management School
  • Module co-ordinator: Dr. Fabien Pecot
  • Credit value: 20 credits
  • Credit level: I
  • Academic year of delivery: 2019-20

Module will run

Occurrence Teaching cycle
A Autumn Term 2019-20

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 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

Assessment

Task Length % of module mark
Essay/coursework
Marketing Principles & Practice - Open Assessment
N/A 100

Special assessment rules

None

Reassessment

Task Length % of module mark
Essay/coursework
Marketing Report
N/A 100

Module feedback

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

Indicative reading

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.

 



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.