MC4004 - Principles and Practice in Marketing (2018/19)
|Module specification||Module approved to run in 2018/19|
|Module title||Principles and Practice in Marketing|
|Module level||Certificate (04)|
|Credit rating for module||30|
|School||Guildhall School of Business and Law|
|Total study hours||300|
|Running in 2018/19||
The module introduces students to the study of marketing and communications. It outlines the fundamental principles, concepts and techniques, which are essential to understanding marketing in the 21st century as a philosophy of business in different environments. It provides students with the opportunity to explore contemporary marketing theories and approaches and the body of knowledge required for marketing decision-making based on the application of the marketing mix.
The module aims to:
1. Critically evaluate the holistic marketing concept and its impact on the marketing mix of products and services, with a view to creating superior customer value.
2. Explore how changes in our modern society including cultural and rapid technological advances have created new challenges and opportunities for all organisations.
3. Develop knowledge of a wide range of theoretical and practical techniques used in marketing and communications.
4. Assess how to employ marketing theories, techniques and tools in solving business and marketing challenges across a range of organisations.
key subject areas to be addressed
Understand the fundamentals of marketing
The evolution of marketing economies: marketing concept, it propositions and alternative business philosophies; the European/Global Marketing Environment; Consumer Behaviour and business-to-business behaviour; Marketing Information Systems, Research and Research methods; Segmentation, Targeting & Positioning. LO1
Marketing planning and strategy
Marketing planning – strategy analysis and decision-making; competitor analysis; portfolio planning and product growth strategy; global marketing. LO2A
Using marketing theories and elements of tactical marketing tools to create customer value
Product & Service mix – anatomy of product, branding, product management, innovation and new product development, product life cycle; Pricing mix - context and concepts, pricing strategies. LO2B
Using marketing theories and elements of tactical marketing tools to communicate and deliver customer value
Promotion mix – integrated marketing communications & the communications model; - Advertising, PR, Sales Promotion, Direct Marketing, Personal Selling; Direct marketing and social media; Place mix – marketing channel and logistics, intermediaries and their functions. LO3
Balance of independent study and scheduled teaching activity
The module will be delivered over a 27-week period and consists of 2 hours lectures and 1-hour seminar each week. Exceptions to these is week 6 which is designated activity week and weeks 28 and 29, which will be used for examination preparation and support. Exams will take place at the end of academic year during timetabled exam period. The weekly lectures will focus on key theories, concepts, models and frameworks of the principles of marketing and their application to real life situations in the context of European/UK and Global environments.
The seminars will focus on discussions, debates, questions and answer sessions to build on the topics covered in the lectures. The emphasis will be on group activities and preparation for, case study analysis and the development of individual and group communications and presentational skills. Students will be required to gather and evaluate information from various sources and relate contemporary issues to their knowledge of the marketing and communications disciplines and professions.
Fast Forward Festival - Employability Week
This festival focuses on generic sessions on employability, with talks by careers and placement offices. Some activities are subject groups-based. These activities will include; business games, marketing and communication tasks, plus off campus visits. Invited guest speakers from industry and the professional bodies will give master classes and discuss career opportunity and prospects with students.
The module support independent and group learning through the module's virtual learning environment hosted on WebLearn. Here students can access resources such as lecture notes, recorded lectures, study guides, coursework briefs, guidelines and feedback, as well as links to further resources. Students should proactively engage with the subject, their peers, and the tutors through the module's online discussion threads.
Incorporated in the module is Reflective Learning (PISO II). All students are also advised to keep a journal of experiences and personal development to analyse and reflect on the effectiveness of their learning.
1. Demonstrate awareness and knowledge of marketing and communications definitions, theories, concepts and tools as far as they apply to and affect business and all types of organisations.
2. Develop the ability to seek, handle and interpret key economic, social, cultural, technological, political, environmental and behavioural data, which underpin the key elements of the tactical marketing tools to create customer value.
3. Demonstrate the ability to use marketing knowledge and elements of the tactical marketing tools to communicate and deliver customer value
Assessment component 1 (weighting 20%) to Test knowledge of Fundamentals of Marketing.
This assessment is primarily designed to test students’ knowledge of Fundamentals of Marketing. It also includes PISO II Learning reflection in the form a 500-700 words account of student’s learning. This task due in week 7 includes students experience on the module and their course. Learning outcomes assessed for this assessment component (LO1)
Assessment component 2 (weight 30%):
Consisting of group presentation (30%) and supporting materials of 1,000 words. This assessment component requires students to demonstrate their ability to use marketing theories related to Marketing Planning & Strategy and tactical tools of Marketing to create customer Value.
Learning outcomes assessed for this assessment component (LO2a & LO2 b)
Group presentation and written report
Each week in the seminar, a team (made up of 3-4 individuals) will adopt the role of marketing managers and select a case study from the recommended textbook that relates to a specific marketing and communications challenge, for analysis. In order to avoid duplication each team’s choice of case study must be confirmed by their seminar tutor. The team is required to give a presentation with highlights of the key marketing issues in their case study and provide answers/solutions to the questions raised in the case study. The presentation will last for 20minutes with up to an addition 5 minutes to answer questions from the audience. These group presentations will commence in week 8 and run as a rolling presentation from weeks 8 -15. The selected case studies will be linked to the marketing topics covered in the lecture prior to the weekly presentation.
Your group presentation and report will be assessed by the following equally weighted criteria:
-The team’s ability to construct a realistic and relevant picture of the marketing issues in the case study.
-The team’s ability to provide appropriate analysis of the marketing issues in the case study and draw conclusions from secondary data.
-Evidence of strong teamwork.
-Evidence of a professional approach to business presentation.
This presentation must be a collection of individual team members’ contribution to the task. Therefore, all members of the team must contribute to the task. To this end, it is important that each team should keep a diary of team meetings, preparation, individual responsibilities and contribution of each team member to the above task. Each team should submit the summarised and signed team diary with the supporting documents. Group presentation will commence in week 8 and runs as a rolling presentation from weeks 8-15. The case studies will be linked to the marketing topics covered in the lectures. The supporting materials should be 1,000 words limit without appendices and must be handed to the seminar tutor on the day of each group presentation in class.
Where it is not possible (and agreed with your tutor in writing) to deliver a group presentation, you will be provided with an alternative form of assessment.
Assessment component 3 (weigh 50%): This assessment component requires students to demonstrate their ability to use marketing theories related to Marketing Implementation, Organisation & Control and tactical tools of marketing to communicate and deliver customer Value. This assessment component is LO3.
Unseen exam is a 2 hour individual examination that will take place during timetabled end of year exam period. This exam will comprise a mix of multiple-choice questions and a choice of essay type questions. Students will be required to show and apply their knowledge of general definitions, theories, concepts, and tools related to the marketing syllabus studied in the course of the module.
You must pass in aggregate.
Arrangements for formative and summative feedback
The arrangement for formative and summative feedback are based on the university assessment framework and the QAA guidelines. Students will receive both oral and written feedback on their assignment within 10 working days of submission. Students are strongly encouraged to show their draft to their tutor for comments. Students will also be provided with detailed feedback both in-class and via Turnitin where required.
Jobber D., Ellis-Chadwick, F., (2016) Principles and Practices of Marketing, 8th edition McGraw Hill (Available as an E-book).
Kotler P., Armstrong G, Harris, C. L., Piercy, N., (2017) Principles of Marketing, 7th European Edition Pearson/Prentice Hall
-Gbadamosi, A., Bathgate I., Nwankwo S., (2013) Principles of Marketing, A Value-Based Approach. Palgrave Macmillan
-Lovelock C., Wirtz J., Chew P., (2016) Essentials of Service Marketing Management, 3rd edition Pearson.
European Journal of Marketing
Journal of Services Marketing
Journal of Marketing
Journal of Consumer Marketing
International Journal of Retail and Distribution Management
Journal of Product and Brand Management
Chartered Institute of Marketing (CIM)
Marketing stable of magazines
Mintel Marketing Intelligence
Other relevant books, articles and other resources would be recommended as required during the academic year.