This module is designed to provide students on general business courses with a broad understanding of the nature of the marketing function and of what marketers do. While underpinned by marketing theory, the module focuses on the practical application of marketing in organisations, its relationship to other business functions, and the impact that marketing can have on an organisation. Consequently this module will equip students with skills and knowledge that they will find useful for their later employment in a marketing - related job. The module is delivered using a combination of lectures, in-class exercises, case studies and guest speakers. Students are expected to prepare work outside the classroom prior to participation in the scheduled sessions.
On successful completion of the module, students will be able to:
Scheduled teaching and learning will comprise a combination of lectures and practical workshops.Students are expected to prepare and participate in workshop sessions and complete background reading as indicated. Case studies and computer exercises will be used as appropriate. They will have access to a Canvas site and linked websites which back up the core text. Students will be expected to access articles and contemporary business and marketing trade journals via the Learning Resources Centre or via web-based sources.
Due to the experiential nature of the learning on this degree, and the importance of professional development enabling students to develop practical skills, learn from and interact with others, attendance is compulsory. Any students not attending a minimum of 80% of their timetabled sessions will be at risk of academic failure or termination from the course.
| Definitive UNISTATS Category | Indicative Description | Hours |
|---|---|---|
| Scheduled learning and teaching | A combination of lectures and workshops | 66 |
| Guided independent study | 234 | |
| Total (number of credits x 10) | 300 | |
Three components of assessment will ensure that the module's learning outcomes are met:
Formative assessment will be through in-class activites and the group report as well as through computer exercises to ensure that classroom learning of the founding principles is on track.
| Learning Outcome | Assessment Strategy |
|---|---|
| 1) Demonstrate an understanding of the marketing concept and how it applies to modern business and non - profit organisations. | Individual portfolio Group report |
| 2) Define marketing objectives for an organisation and demonstrate an appreciation of how these may be achieved. | Individual portfolio Group report |
| 3) Demonstrate an understanding of a variety of qualitative and quantitative market - research techniques and be able to select appropriate techniques for solving marketing problems. | Individual portfolio Group report |
| 4) Demonstrate an understanding of segmentation, defining targets and positioning strategies for specified brands. | Individual portfolio Group report |
| 5) Demonstrate familiarity with the elements of operational marketing and the ability to select an appropriate balance of elements to achieve marketing objectives. | Individual portfolio Group report |
| 6) Research, develop and present a viable new product development plan. | Group report |
| Description of Assessment | Definitive UNISTATS Categories | Percentage |
|---|---|---|
| Individual portfolio | Coursework 1 | 70% |
| Group report | Coursework 2 | 20% |
| Individual contribution/participation in the in -class activities throughout the year | Coursework 3 | 10% |
| Total (to equal 100%) | 100% | |
It IS NOT a requirement that any major assessment category is passed separately in order to achieve an overall pass for the module.
Kotler, P., Armstrong, G., Harris, L.C. and Piercy, N. Principles of Marketing, Pearson Education Limited.
Baines, P. and Fill, C. Marketing, 3rdedition, Oxford University Press.