module specification

MC4004 - Principles and Practice in Marketing (2017/18)

Module specification Module approved to run in 2017/18
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
219 hours Guided independent study
81 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Group Presentation 30%   Group case study presentation in seminar and report
Unseen Examination 50%   Unseen end of module exam
Coursework 20%   Learning Reflection
Running in 2017/18
Period Campus Day Time Module Leader
Year City Thursday Afternoon
Year City Thursday Morning

Module summary

This module provides an introduction to the study of the marketing and communications.  It outlines the fundamental principles, concepts and techniques, which are essential to understanding marketing   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.

Prior learning requirements


Module aims

-To 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.
- To explore how changes in our modern society including cultural and rapid technological advances have created new challenges and opportunities for all organisations.
-To develop knowledge of a wide-range of theoretical and practical techniques used in marketing and communications. 
- To assess how to employ marketing theories, techniques and tools in solving business and marketing challenges across a range of organisations.


-The evolution of marketing economies: marketing concept, it propositions and alternative business philosophies
-The European/Global Marketing Environment
-Consumer Behaviour
--Marketing Information Systems and Research
-Marketing Planning
-Segmentation, Targeting & Positioning
-The Marketing Mix and their components (4Ps & 7Ps)
-Product mix – anatomy of product, branding, product management and new product development, product life cycle
-Pricing mix  - context and concepts, pricing strategies
-Place mix – marketing channel and logistics, intermediaries and their functions
-Promotion mix – integrated marketing communications & the communications model
- Advertising, PR, Sales Promotion, Direct Marketing, Personal Selling
-Services marketing and their characteristics

Learning and teaching

The module will be delivered over a 30 week period and consists of 1.5 hours lectures and 1.5 hours seminar each week.  Exceptions to these is week 7 which is designated activity week  and weeks 28 and 29, which will be used for examination preparation and support.  Exams will take place in week 30. 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 in week 7 will be based on generic sessions on employability with talks by careers and placement offices.  Some of these activities will be based around subject groups for the different course cohorts taking the module.  These activities will include; business games, marketing and communication tasks, plus off campus visits. Guest speakers will be invited from industry and the professional bodies to give master classes and to discuss career opportunity and prospects with students.

The facilities of Web Learn will be used as part of a blended learning approach by providing students with support information and as a resource to support independent learning.  Students will be encouraged to undertake wider reading of academic journal articles and the business press and to demonstrate these in seminar discussion, debates and in their assessments. This module also requires students to reflect upon their experiences and record their skills and personal development plan (PDP).

Learning outcomes

On completion of this unit the student will be able to:

1. Demonstrate an awareness of marketing and communications definitions, theories, concepts and tools in so far as they affect business organisations
2. Demonstrate the ability to seek, handle and interpret key economic, social, cultural, technological, political, environmental and behavioural data which underpin marketing and communications practices in a variety of organisations.
3. Comprehend and know how to apply the key elements of the marketing system known as the marketing mix to products and services
4. Develop a conceptual and analytical approach to dealing with marketing and communications problems as they arise within the business organisation
5. Develop general and academic communications skills including writing, oral presentation and interpersonal and IT skills
6. Identify the key players in the marketing and communications industries and their importance in career development and entrepreneurship

Assessment strategy

The assessment strategy consists of three components.  These are designed to test students’ ability to meet the module’s learning outcomes through their engagement and participation in lectures and seminar activities.  These assessment components are:

-Learning reflection 20%
-A group presentation and written report weighing 30%
-Close book exam weighing 50%

Learning reflection in the form a 500-700 words account of student’s learning in the first 6 weeks of taking the module.  This task due in week 7 should include students experience on their course, the feedback they have received in their module and their own reflection on formative feedback.  This weighs 20% of module marks

Group presentation and written report
Groups of 4 students will be required to work weekly in the seminars on selected case studies from their recommended textbook and to give oral presentation for 15 minutes, as well as submit of a written report on the case study.  These presentation and report writing will commence in week 8 and run as a rolling presentation from weeks 8-24.   The cases will be closely linked to the marketing topics covered in the lecture.  Each team presentation will address a specific marketing and communications challenge.  In the presentation, each team of students will be required to provide a summary of the main points and provide answers to the case study questions.  This weighs 10% of the module marks.  The group written report should also provide full answers to the questions in the case study and the main points dealt with in the oral presentation.  The written report should be 1,500 words limit and weighs 20% of the module marks.   The learning outcomes assessed for this assessment component are 1- 5.

Unseen exam
This exam will comprise a choice of essay type questions in an unseen examination.  Students will be required to show and apply their knowledge of general definitions, theories, concepts, and tools related to marketing that were covered in the course of the module.  This will be a 2hours examination that will take place in week 30 and weighs 50% of the module marks.  This assessment component is the last item of assessment and the learning outcomes tested for this assessment component are 1-5.


Core Textbook
Gbadamosi, A., Bathgate I., Nwankwo S., (2013) Principles of Marketing, A Value-Based Approach. Palgrave Macmillan

Jobber D., Ellis-Chadwick, F., (2013) Principles and Practices of Marketing, 7th edition McGraw Hill

Supplementary Reading
Kotler P., Armstrong G, (2012) Principles of Marketing, 5th Global Edition Pearson/Prentice Hall
Lovelock C ., Wirtz J., Chew P., (2008) Essentials of Service Marketing Management,  Prentice Hall

Academic Journals
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

Key websites
Chartered Institute of Marketing (CIM)
Marketing stable of magazines       

Professional Magazine
Marketing Week

Marketing Research Reports
Mintel Marketing Intelligence

Newspapers & Magazines (Marketing pages)
The Times
Financial Times
The Guardian
Wall Street Journal Europe
European Business