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Essentials of Marketing & Communication - MAN00018C

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  • Department: The York Management School
  • Module co-ordinator: Dr. Madeline Powell
  • Credit value: 20 credits
  • Credit level: C
  • Academic year of delivery: 2022-23

Module will run

Occurrence Teaching cycle
A Autumn Term 2022-23

Module aims

This module is designated as a probationary module as defined in the University’s ‘Academic Misconduct Policy and Procedures’.

This module offers a detailed and comprehensive introduction to the important elements involved in the understanding of marketing philosophy, principles and practice. Key areas are integrated to provide a strong base on which to build, to enable students to develop an understanding of the important role that strategic decision-making in marketing plays for organisations. Specifically, there is an emphasis in this module upon:

  • allowing students to develop an appreciation of the importance of strategic development and marketing planning for the organisation
  • creating awareness of the role that marketing communication plays, highlighting opportunities and challenges involved and the range of tools available to marketers
  • gaining knowledge and awareness of strategic approaches available to marketers operating at both the national and international level in the 21st century
  • encouraging students to think critically and creatively about issues, opportunities and dilemmas in a range of marketing contexts
  • encouraging students to think critically about the role marketing can play towards achieving sustainable development

Module learning outcomes

Subject content

  • Critical understanding of - the philosophy and practice of marketing
  • Appreciation of the importance of the external environment and its implications upon marketing decisions
  • Awareness of key social and psychological influences on consumer buying choices and habits
  • Appreciation of the approaches, roles and benefits that underpin segmentation strategies
  • Understanding of the importance of marketing information systems and market research for organisations and of the key approaches and issues involved in them
  • Awareness of the elements that underpin marketing strategic development and decision-making (the marketing mix and the promotional mix)
  • Key concepts and elements involved in marketing communication, its role in changing attitudes or in engaging audiences and the channels and tools used to do so
  • Understanding marketing management frameworks and the influences, opportunities and dilemmas that organisations face in the planning process, with specific reference to marketing communication plans that enable marketing communication tactics and strategies to be realised.
  • Display a critical understanding of the role marketing played in creating challenges for society, the environment and marketers in the twenty-first century.

Academic and graduate skills

  • To learn how to reference and acknowledge sources sufficiently and appropriately and develop academic writing skills
  • Ability to critically analyse the key micro- and macro-environmental factors affecting marketing decisions for an organisation
  • Ability to obtain and organise information from a wide range of source materials
  • Ability to work in groups in an effective and productive manner

Module content

Indicative content:

  • The scope of marketing and the international marketing environment

  • Consumers and buyer behaviour; on influences, changing attitudes and opportunities 

  • Segmenting  and understanding markets

  • Exploring the power and potential of marketing research 

  • The marketing mix and its important role in implementing organisational strategy 

  • Understanding products and the growth, importance and application of branding 

  • The role of Integrated Marketing Communication (IMC) 

  • Marketing communication; key approaches and applications and the impact of new media & the Internet 

  • Marketing management and the planning of marketing communications.

  • The contribution of marketing towards sustainable development.


Task Length % of module mark
Open work/ report (Individual)
N/A 100

Special assessment rules



Task Length % of module mark
Open work/ report (Individual)
N/A 100

Module feedback

The timescale for the return of feedback will be in accordance with TYMS policy.

Indicative reading

Baines, P., Fill., C., Rosengren, S. and Antonetti, P. (2019). Marketing. Oxford University Press: New York.

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.