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Marketing

  • Module code: BD4204
  • Year: 2018/9
  • Level: 4
  • Credits: 30
  • Pre-requisites: None
  • Co-requisites: None

Summary

This module is a core requirement for students studying the Foundation Degree in Business. It aims to introduce you to the marketing concept and enable them to apply the theory to their workplaces. For many who have not worked in marketing and particularly those in the public sector it challenges you to think about how customers needs` can be met using the resources available. It builds on learning from the Business environment module and looks forward to the Finance module with a simple budget.

Aims

The aims of the module are to:

  • To provide students with an understanding of the role of marketing within their organisational context.
  • To provide an overview of marketing for all students as a basis for further studying of business as a whole.
  • To assist in the development of transferable and key skills for future employability and successful study.

Learning outcomes

On successful completion of the module, students will be able to:

  • demonstrate understanding of core marketing principles and how they might apply in their organisational context.
  • refer to, and explain in their own words, marketing terminology, principles, classifications, theories/concepts, and the interrelationships between them.
  • research, use, interpret and, where appropriate, visually represent data to support arguments.
  • formulate simple marketing solutions to a marketing opportunity/problem.
  • communicate effectively through written business reports.

Curriculum content

  • The marketing concept and how it applies in different organisational contexts.
  • Value concept in marketing
  • Marketing environment and analysis
  • Consumer and organisational buying behaviour
  • Marketing research
  • Strategic marketing: Segmentation, targeting and positioning.
  • Marketing mix decisions.
  • Services marketing
  • Marketing planning
  • Basic budgeting
  • Digital marketing included throughout

Skills that will be developed:

  • Communication, oral and written using appropriate media:
    • Business report writing
    • Use of word templates
    • Critical writing
  • Research skills
  • Problem solving
  • Interpersonal skills
  • Self-management, initiative - time, planning and behaviour, self-starting, motivation and individual initiative

Teaching and learning strategy

The knowledge-based materials for the module are provided by the module team in Moodle. These consist of academic readings and case studies. Students will be expected to have read materials prior to each taught session, during which there will be a practical assessment of their understanding and ability to apply new knowledge to their workplace. During the module there will be taught sessions. However, most of the learning on this module takes place in the students' workplace and is assessed by work-based assignments, and as a result of independent study.

Breakdown of Teaching and Learning Hours

Definitive UNISTATS Category Indicative Description Hours
Scheduled learning and teaching 8 x 3 hour evening sessions + 2 x 7 hour full-day sessions 38
Guided independent study Academic research, preparation for class, assigned exercises and further reading 226
Study abroad / placement Workplace research and application; workplace mentor meetings 36
Total (number of credits x 10) 300

Assessment strategy

Assessment will be based on two pieces of linked coursework.

The first assessment (30%) requires students to create a business report (1500 words) in which they gather the data (and consequently information & insight) to support the justification of the new product or service, which forms the basis of their second assessment.

The second assessment (70%) requires students to write a business report (3000 words) which will consist of a marketing plan proposing a new product or service for their organisation to generate revenue. This encourages students to view their organisation from an external customer/user's perspective and reflect on the value of the products and services they provide.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Learning Outcome Assessment Strategy
1) demonstrate understanding of core marketing principles and how they apply in their organisational context. Assignment One (30%) and Assignment Two (70%)
2) refer to, and explain in their own words, marketing terminology, principles, classifications, theories/concepts, and the interrelationships between them, through practical examples Assignment One (30%) and Assignment Two (70%)
3) research, use, interpret and, where appropriate, visually represent, key data used in marketing. Assignment One (30%) and Assignment Two (70%)
4) formulate simple marketing solutions to problems concerning businesses and their markets. Assignment Two (70%)
5) communicate effectively through written business reports Assignment One (30%) and Assignment Two (70%)

Elements of Assessment

Description of Assessment Definitive UNISTATS Categories Percentage
Business report Coursework 1 30%
Business report Coursework 2 70%
Total (to equal 100%) 100%

Achieving a pass

It IS NOT a requirement that any major element of assessment is passed separately in order to achieve an overall pass for the module.

Bibliography core texts

Jobber D. and Fahy, J.(2012), Foundations of Marketing,4th Edn, Maidenhead:McGraw Hill

Bibliography recommended reading

Soloman, MR, Marshall, GW, Syuart, EW, Barnes, B, Mitchell, VW, Marketing Real People, Real Decisions (1st European Edn), FT Prentive Hall, Harlow.

Baines, P, Fill,C and Page, K. Marketing  (any recent edition), Oxford University Press, Oxford.

Zikmund, W; Babin, B Essentials of Marketing Research (5th Edn), Cengage, Andover.

KeyNote (latest databases) available using Kingston College LRC access.

Marketing and/or Marketing Week magazines

Learnmarketing (online introduction to marketing)

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