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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

The Marketing Environment

• Module code: BM4703
• Year: 2018/9
• Level: 4
• Credits: 30
• Pre-requisites: None
• Co-requisites: None

Summary

In this module students will focus on influences that affect organisations' business activity in general and the marketing function in particular. Students will evaluate markets, the economic systems that govern them and the key players that operate in them. Business and economic theories are employed in the identification and analysis of external environmental factors and their impact on organisations and their ability to market their products and services effectively. Students will also examine the elements of the internal environment in terms of their effect on organisations' marketing activities. The role of the marketing environment in shaping marketing activity is analysed. The module is delivered using a combination of lectures, in-class exercises, case studies and guest speakers, and there is a strong emphasis on participation in the classroom.

Aims

• To identify and evaluate the key elements of the external and internal marketing environment.
• To explain the market mechanism and consider its relevance for business organisations.
• To examine the relationship between government, business and the market in the context of responsible global marketing.
• To enhance student employability by teaching skills relevant to the world of work.

   

Learning outcomes

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

• Explain how business organisations function within, and are affected by, their internal and external environments.
• Demonstrate an understanding of the market mechanism and exemplify its use in the study of business organisations and their marketing activities.
• Outline and assess the factors affecting an organisation's ability to conduct responsible marketing in a global context.
• Communicate information and concepts effectively through the production of written materials.

Curriculum content

• The factors of the macro (political, economic, socio-cultural, technological), micro (suppliers, intermediaries, customers, public, competitors) and internal (the organisation itself) marketing environment
• The market system and market structures
• Fundamental principles of microeconomics: supply, demand and elasticity
• The legal aspects of marketing
• Corporate social responsibility, responsible marketing and marketing ethics.

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 concepts to organisations and markets via case studies and will promote opportunities for formative feedback. Students are expected to read material in advance for the workshop sessions and share knowledge with their peers. A Canvas website provides students with study materials. In addition,students will be expected to access business and academic journals, articles and reports via the Learning Resources Centre and 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.

Breakdown of Teaching and Learning Hours

Assessment strategy

Three assignments will ensure the module learning outcomes are assessed:

• A group report worth 20% of the module mark
• A group presentation worth 10%
• An individual portfolio of work reflecting in-class contributions worth 70%.

Opportunities for formative assessment and feedforward occur through the workshops and practical sessions.

Mapping of Learning Outcomes to Assessment Strategy (Indicative)

Elements of Assessment

Achieving a pass

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

Bibliography core texts

Worthington, I.and Britton,C.The Business Environment. Harlow: Financial Times/Prentice Hall.