module specification

This module outlines the fundamental principles, concepts and techniques that are essential to understanding marketing as a philosophy of business in a variety of organisational contexts and environments.

This module provides an introductory level understanding of the importance of marketing as a philosophy of business in a variety of organisational contexts and environments.  Within this context the main aims of the module are:

1. To introduce marketing definitions, theories, concepts and tools in so far as they affect business organisations
2. To develop conceptual and analytical approaches to marketing particularly as they apply to business organisations.
3. To relate the marketing function to the business environment and the overall corporate objectives.
4. To understand how customers behave, particularly when they are involved in decisions to buy products or services.
5. To recognise the importance of information to an organisation and the role information plays in effective marketing decision making
6. To examine how business and consumer markets can be broken down into smaller, more manageable groups of similar customers and explore the effects of the marketing mix of pursuing specific segments.

Introduction to Marketing, (definitions, concepts, ethics etc)
• Transactional vs Relationship Marketing
• The Marketing Environment
• Marketing Information Systems
• Introduction to Buyer Behaviour (Consumer & Organisational)
• The Conceptualisation and Definition of a Market
• Market Segmentation, Targeting & Positioning
• Introduction to the Marketing Mix for Products & Services

The module will consist of a combination of lectures, directed learning, independent study and seminars.  Lectures will focus on marketing theories and concepts, with the opportunity for student participation where appropriate.  Videos and other audio-visual aids will be used to show how marketing principles, tools and techniques are developed and used by practitioners.  The module will have a regularly updated website with links to related sites and other on-line resources.  For the seminars, preparation of case study work is required. Students will be encouraged to gather and evaluate information from various sources and relate contemporary business issues to the marketing discipline and profession.

The seminars will also provide students with the opportunity to work in small groups on case study analysis and presentational skills.  These activities will also provide the opportunity for general discussions of student’s needs and assessment preparation.  Students are required to use the periods of independent study to investigate the development of marketing theories and practices and to develop their personal skills in the subject.  Students will also be provided with support and guidance to enable them to reflect on their personal attributes, progress and achievements and raise their self -confidence. Successful completion of this module will stand students in good stead for steady progress through their course.

On successful completion of this module students will be able to:

1. Demonstrate their ability to seek, handle and interpret key economic and behavioural data which underpin marketing practice in a variety of organisations
2. Evaluate and critically analyse a range of elementary marketing concepts, tools and techniques and assess their applicability to practical situations by producing solutions, using written, oral and interpersonal skills individually.
3. Deal with marketing problems as they arise within the business organisation and demonstrate the ability to apply creative thinking within an appropriate ethical framework

The assessment strategy is designed to test the module’s learning outcomes.  This will be done by coursework and a supervised time constraint assessment which, for logistical reasons, will be an examination within the University's regulations.  The coursework is an opportunity for students to demonstrate and apply their marketing knowledge to a variety of organisational contexts.  It will be in the form of a group marketing report.  A detailed assignment brief will be provided to students in week 3.   Students will be assessed on their ability to seek and handle data, their analytical and report writing skills.  The time constraint assessment will be used to assess student’s knowledge and application of basic marketing theories and concepts covered in the module.

Should reassessment of the group work report be required, this will be by an individual written submission using the original report as a basis for further evaluation.  The same learning outcomes will be assessed.

Brassington, F and Pettitt S (2003) Principles of Marketing, FT Prentice Hall, 3rd edition
Or
Kotler et al (2001) Principles of Marketing - Third European edition

Electronic Information Resource for Business
Emerald
European Business ASAP
http://www.cim.co.uk Chartered Institute of Marketing
http://www.haynet.co.uk Marketing stable of magazines

Journals
European Journal of Marketing
Journal of Services Marketing
Journal of Marketing
Harvard Business Review

Reports
Key note
Mintel Marketing Intelligence