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• Undergraduate study:
• Courses
• Order a prospectus
• How to apply
• Information for applicants
• Why choose Kingston University
• Disability and mental health support
• Accommodation
• Undergraduate fees
• Fees, funding and payments
• Access, participation and inclusion

Marketing Applications

• Module code: BM5206
• Year: 2018/9
• Level: 5
• Credits: 30
• Pre-requisites: Marketing Principles or Marketing Practice or another Level 4 marketing module
• Co-requisites: None

Summary

This module enables you to build upon and extend the general marketing knowledge gained at Level 4. It focuses on building a deeper understanding of selected key marketing concepts and principles and their application to contemporary marketing problems across a range of business and non-profit scenarios. You will develop presentation skills and the ability to make practical recommendations for real brands, which will give you the chance to sample the realities and expectations of your potential future work environment. The module is delivered through a combination of lectures and workshops and makes wide use of case studies and real-world examples. You are expected to prepare work outside the classroom prior to participation in the scheduled sessions.

Aims

• To consolidate and extend students' knowledge and understanding of key marketing concepts and principles.
• To develop the ability to apply marketing concepts and principles to practical marketing problems across the public, private and non-profit sectors.
• To enable students to identify, analyse, make, and communicate marketing management recommendations for a variety of brands and organisations.
• To develop students' intellectual and practical skills in the area of marketing management.

Learning outcomes

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

• demonstrate an in-depth knowledge and understanding of key marketing concepts and principles;
• demonstrate a detailed understanding of elements of the marketing mix and the role that these play in achieving marketing objectives;
• demonstrate the ability to select and apply marketing concepts and principles to address practical marketing problems in different organisational settings;
• critically evaluate marketing problems and issues in order to produce recommendations for subsequent action;
• research and interpret marketing information and data.

Curriculum content

• The marketing concept; marketing philosophy and market orientation.
• Consumer value: value as a central notion in marketing; service dominant logic; customer satisfaction.
• Understanding buying behaviour: who buys what, how and why?
• Defining the customer: segmenting markets; identifying target audiences.
• Positioning the product: positioning strategies; perceptual mapping.
• Branding the product: building and managing successful brands; brand strategies; extensions; new product development (NPD).
• The integrated marketing communications mix; main elements of the mix; social and new media; creativity in advertising; developing advertising campaigns.
• Marketing of services: special characteristics of services; service quality; gaps model; customer experience
• Building marketing relationships: relationship vs. transactional marketing.
• Research for marketing: getting information for marketing decisions; quantitative and qualitative research design; questionnaire development.
• Marketing in the non-profit and public sectors: the non-commercial marketing context; social marketing; issues facing charities and non-profits.
• Ethics in marketing and marketing communications: societal responses to ethical issues in marketing.

Teaching and learning strategy

Scheduled teaching and learning will consist of lectures and practical workshop sessions. The lectures will identify and explore the main subject themes and issues as well as facilitate class interactivity and discussion. The workshop sessions will focus on the application of marketing concepts to given scenarios, and will promote opportunities for formative feedback. Given the applied nature of the module, wide use will be made of case studies, internet exercises and classroom exercises.  A Canvas website provides students with study materials and access to a linked web site that supports the core text. In addition students will be expected to access business and academic journals, articles and reports via the Learning Resources Centre and web-based sources.

Breakdown of Teaching and Learning Hours

Assessment strategy

The module's learning outcomes are assessed through the following strategy:

• A group assignment in the form of the analysis and presentation of two separate case studies, which are collectively worth 30% of the module mark. The two-part assessment enables a feed-forward approach, providing students the opportunity to respond to both peer and lecturer formative and summative feedback provided for the first presentation and thus improve their performance at the second. The higher of the two marks is taken towards the overall module mark.
• An individual portfolio of work, including written essays and evidence of individual contribution to in-class exercises. Worth 70% of the module mark.

Further opportunities for formative feedback are provided through the practical workshop sessions.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Elements of Assessment

Achieving a pass

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

Bibliography core texts

Jobber, D. and Fahy, J. (latest edition), Foundations of Marketing, McGraw Hill, London

Bibliography recommended reading

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

Blythe, J. (latest edition), Key concepts in marketing, Sage

Chapman, D. and Cowdell, T. (latest edition), New Public Sector Marketing, Financial Times, Management

Doyle, P. and Stern, P. (latest edition), Marketing Management and Strategy, Prentice Hall

Fill, C. (latest edition), Marketing Communications; engagement, strategies and practice, Prentice Hall

Jobber, D. (latest edition), Principles and Practices of Marketing, McGraw Hill

Stokes, D. and Lomax, W. (latest edition), Marketing: A Brief Introduction, Thomson Learning

Zeithaml, V. and Bitner, M.J. (latest edition), Services marketing: integrating customer focus across the firm, McGraw Hill

Trade journals

Marketing; Marketing Week; Campaign; The Economist

Academic journals

Journal of Advertising Research; Journal of Marketing; Journal of Marketing Communications; Journal of Marketing Management; Journal of Services Marketing.