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Marketing Principles and Practice

  • Module code: BM7587
  • Year: 2018/9
  • Level: 7
  • Credits: 15
  • Pre-requisites: None
  • Co-requisites: None

Summary

Marketing is an essential business orientation (in contrast to production, finance, sales etc.) for all organisations in both the private and charitable (for profit) sectors and in the public (not for profit) sector. Moreover, marketing is the management discipline which identifies and tracks customer / consumer expectations and needs and then gears the organisation to meet those needs, better than the competition and at an optimum level of profit, or within available budgets (in the not for profit sector).

Traditional marketing principles have evolved over time eg. from transactional marketing to relationship marketing, from meeting needs to co-creation of value. Contemporary marketing management needs to take account of such global trends as technology, sustainability, corporate social responsibility etc. This module introduces the concept of marketing at both a strategic and tactical level, to business professionals drawn from across the business disciplines such as marketing, sales, purchasing, production, logistics, finance, IT, HR etc., and offers insights to fundamental marketing principles and practice. It then adapts traditional marketing practice in the context of contemporary marketing issues.

 

Aims

The aims of the module are to:

  • Develop a critical understanding of the key marketing concepts and to understand how organisational performance can be enhanced by adopting a more 'market focused' business orientation.
  • Appreciate how traditional/classic approaches to marketing have changed and to compare and contrast this established focus with a more recent and contemporary focus more appropriate for today's business environment.
  • Understand how to make essential marketing decisions including: segmentation; targeting; positioning; product strategy; pricing; choice of promotional and distribution channels.
  • Be able to put theory into practice by applying marketing concepts across any sector including consumer, business to business, for profit, not for profit etc.

Learning outcomes

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

  • Critically appraise markets at both macro and micro level.
  • Engage with customers/consumers in order to drive marketing activity at both strategic and tactical level.
  • Segment and target market opportunities and develop positioning strategies.
  • Select and implement appropriate marketing tactics in the context of contemporary issues

Curriculum content

  • Comparison of alternative business orientations
  • The use and application of both qualitative and quantitative market research data
  • Customer engagement
  • Perceptual mapping and positioning strategy
  • Branding
  • Relational versus transactional marketing
  • Product and service development
  • Pricing strategy development
  • Impact of technology including offline integrated marketing communications strategy
  • Approaches to marketing planning in a variety of contexts
  • Implications of sustainability and Corporate Social Responsibility

Teaching and learning strategy

This module is taught using a variety of approaches. Students will be expected to have prepared for the module through specified pre-reading on traditional / classic approaches to marketing. Formal class time will then be used to challenge this grounding by comparing and contrasting topics with more contemporary thinking. This will generate debate and to provide the opportunity for participative learning by means of case studies, simulation exercises and student presentations. Class time will also be used to discuss and review the preparation of the assignment. This will be underpinned by self-directed learning using the recommended text.

Breakdown of Teaching and Learning Hours

Definitive UNISTATS Category Indicative Description Hours
Scheduled learning and teaching Full time 40 Executive attendance 32
Guided independent study Full time 110 Executive attendance 118
Total (number of credits x 10) 150

Assessment strategy

Assessment will be via an end of module written assignment and a group presentation. This will be structured to synchronise with the Learning Outcomes and will take the form of a marketing assessment and planning exercise. This will allow students to apply knowledge to a real life situation and further requires them to develop practical recommendations for strategy development and tactical implementation.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Learning Outcome Assessment Strategy
1) Critically appraise markets at both macro and micro level. Summatively by coursework Formatively by class case study/ simulation discussions
2) Engage with customers/consumers in order to drive marketing activity at both strategic and tactical level. Summatively by coursework Formatively by class case study/simulation discussions
3) Segment and target market opportunities and develop positioning strategies. Summatively by coursework Formatively by class case study/ simulation discussions and exercises
4) Select and implement appropriate marketing tactics in the context of contemporary issues Summatively by coursework Formatively by class case study/simulation discussions

Elements of Assessment

Description of Assessment Definitive UNISTATS Categories Percentage
Individual Report Coursework 80%
Group Presentation Practical Exam 20%
Total (to equal 100%) 100%

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

Marketing Principles and Practice (2013), Jobber D. and Ellis-Chadwick F. 7th Edition

Bibliography recommended reading

Bradshaw D. & Brash C. (2001), "Managing Customer Relationships in the e-Business world: How to personalise Computer Relationships for Increased Profitability", International Journal of Retail & Distribution Management, 29: 520-529.

Chan J.O. (2005), "Toward a Unified View of Customer Relationship Management" Journal of American Academy of Business, 6 (1): 32-38.

Chen J. & Ching R.K.H. (2007), "The Effects of Information and Communication Technology on Customer Relationship Management and Customer Lock-in" International Journal of Electronic Business. 5: 478-498.

Day G. & Ben K. (2005), "Capitalizing on the Internet Opportunity", Journal of Business & Industrial Marketing, 20: 160-168.

Payne A., Storbacka K. & Frow P. (2008) "Managing the Co-creation of Value" Journal of the Academy of Marketing Science. 36: 83-96.

Rust R.T., Moorman C. & Balla G. (2010) "Rethinking Marketing". Harvard Business Review,88 (1): 1-9.

Verhoef P.C. & Leeflang P.S.H. (2009). "Understandng the Marketing Department's Influence within the Firm", Journal of Marketing, 73(2): 14-37.

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