MC4061 - Principles of Marketing (2023/24)
|Module specification||Module approved to run in 2023/24|
|Module title||Principles of Marketing|
|Module level||Certificate (04)|
|Credit rating for module||15|
|School||Guildhall School of Business and Law|
|Total study hours||150|
|Running in 2023/24(Please note that module timeslots are subject to change)||
The module aims to provide an understanding of the marketing process in contemporary organisations and in the context of tangible goods and services. The service sector accounts for a significant proportion of GDP and employment in most developed economies and therefore it becomes essential for students to gain insight within the area. In this module, students are introduced to a range of marketing theories such as the marketing concept, consumer behaviour, business environmental analysis, marketing research, consumer insights applicable to tangible goods and services marketing.
The module aims to:
● Provide an understanding of the theoretical foundations and practical application of marketing
● Provide an appreciation of contemporary issues in marketing.
● Develop students’ academic writing, application of knowledge and data interpreting skills.
● Develop students’ researching and analysing skills.
Prior learning requirements
• Fundamentals of marketing including services marketing
• External and internal Environment
• Consumer behaviour
• Marketing Research and Consumer insight Analytics
• Segmentation, Targeting, Positioning
• Marketing Mix - Products / Services
• Internationalising marketing for services
• Customer relationship Management and building loyalty
• Service quality process
• Service failure and recovery
• New service development
• Innovation strategy
Learning Outcomes LO1 - LO3
Balance of independent study and scheduled teaching activity
The module will be taught over a 12-week period and consist of a 2-hour lecture and 1-hour seminar each week. The module seeks to assist students’ understanding of marketing practices and contextualise their knowledge in relation to the marketing and services disciplines.
Lectures will focus on key issues, concepts and models of marketing and their application to real life scenarios. These sessions will impart knowledge in order to provide a forum for better understanding of key topic areas via the seminars through small group discussions, videos and case study/journal article analysis; where possible guest lecturers from service organisations shall be incorporated in the teaching.
The use of WebLearn facilities is central to the delivery of the module handbook, case studies, journal articles and student feedback.
On successful completion of this module, students will be able to:
1. Describe the business environment for an organisation operating in a specific sector with relevant data gathering and interpretation (LO1).
2. Assess relevant marketing concepts/models available to the selected organisation (LO2)
3. Apply relevant marketing concepts / models to the selected organisation in order to facilitate decision-making processes (LO2).
The module is assessed by one component:-
An individual essay on a service organisation (100% weighting).
The aim of the assessment is to enable you to apply the knowledge gained during the module. You are required to choose an organisation from an industry sector of your choice or a sector from your degree subject (e.g. Marketing, Management, Fashion, Leisure, Tourism, Aviation, Music Business, Financial services, Education, Not for Profit/Charity etc).
The key tasks that form this assessment include:
A summary of the key elements of the PRESTCOM model of environmental analysis that is relevant to the sector your chosen organisation operates in.
Using the findings from the PRESTCOM analysis from task above,
outline feasible marketing recommendations that can be suggested based on a
comprehensive SWOT analysis of your chosen organisation.
Key elements :
- The use of the relevant marketing theories and frameworks in your answer to the above task
- Evidence of well-structured and logical marketing report with introduction, main body and conclusion.
- Word limit 1500 words maximum (excluding bibliography and appendices). The individual essay weighs 100%.
This assessment encourages students to develop and practice the following skills:
Academic writing, application of marketing knowledge, interpreting data, researching and analysing skills.
Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practices of Marketing, 9th Edition, McGraw-Hill.
Lovelock, C. and Wirtz, J. (2018) Essentials of Services Marketing, 3rd Edition, Pearson.
Other Recommended Texts:
Bryson, J. R. and Daniels, P.W. (2015) Handbook of Service Business Management, Marketing, Innovation and Internationalisation, Edward Elgar.
Chaffey, D. and Smith, P.R. (2019) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 6th Edition, Routledge.
Fahy, J. and Jobber, D. (2019) Foundations of Marketing, 6th Edition, McGraw-Hill.
Farone, D. B. (2019), Best Practices in Law Firm Business Development and Marketing, Practising Law Institute.
Fatehi, K. and Choi, J. (2019) International Business Management: Succeeding in a Culturally Diverse World, 2nd Edition, Springer.
Grönroos, C. (2015) Service Management and Marketing: Managing the Service Profit Logic, 4th Edition, John Wiley and Sons.
Hines, T. and Bruce M. (2007) Fashion Marketing: Contemporary Issues 2nd Edition, Elsevier.
King, M. (2009) Music Marketing: Press, Promotion, Distribution, and Retail, Berklee Press Publications.
Kolb, B. (2016) Marketing Strategy for Creative and Cultural Industries (Mastering Management in the Creative and Cultural Industries), 1st Edition, Routledge.
Lovelock, C. and Wirtz, J. (2016) Services Marketing: People, Technology, Strategy, Global Edition, 8th Edition, World Scientific Publishing.
Middleton, V., Fyall, A., Morgan and Ranchhod, A. (2009) Marketing in Travel and Tourism, 4th Ed., Butterworth-Heineman.
Palmer, A. (2014) Principles of Services Marketing, 7th Edition, McGraw-Hill.
Posner, H. (2015) Marketing Fashion, Laurence King Publishing.
Sanchez, A. and Carro, B. (2017) Digital Services in the 21st Century, A Strategic and Business Perspective, John Wiley & Sons.
Shaw, S. (2011) Airline Marketing and Management, 7th Edition, Ashgate.
Troilo, G. (2015) Marketing in Creative Industries: From Creativity to Customer Value, Palgrave Macmillan.
Vanderstraeten, A. (2019) Strategic HRM and Performance: A Conceptual Framework, 1st Edition, Red Globe Press.
Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2017) Services Marketing: Integrating Customer Focus Across the Firm, 7th Edition, McGraw-Hill.
Journal of Services Marketing
Journal of Marketing
International Marketing Review
Journal of Services Research
Journal of Marketing Communications
Marketing Intelligence and Planning
Academy of Marketing Science Journal
Managing Service Quality
International Journal of Service Industry Management
Journal of Financial Services Marketing
Services Marketing Quarterly
Journal of Voluntary and Non Profit Marketing
Journal of Consumer Marketing
European Journal of Marketing
Journal of Business Management
Human Resource Management Journal
Journal of Travel and Tourism Marketing
Journal of Aviation Management
Journal of ICAO
Events Management: An International Approach
Journal of Electronic Commerce in Organizations
International Business Management
Journal of Business Law
Chartered Institute of Marketing (CIM) www.cim.co.uk
Institute of Practitioners in Advertising www.ipa.co.uk
Mintel, Market Intelligence, Keynote.
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week, Event Magazine, Music Week.