MC4161 - Principles of Marketing: for Creative Industries and Aviation (2026/27)
| Module specification | Module approved to run in 2026/27 | ||||||||
| Module title | Principles of Marketing: for Creative Industries and Aviation | ||||||||
| Module level | Certificate (04) | ||||||||
| Credit rating for module | 15 | ||||||||
| School | Guildhall School of Business and Law | ||||||||
| Total study hours | 150 | ||||||||
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| Assessment components |
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| Running in 2026/27(Please note that module timeslots are subject to change) | No instances running in the year |
Module summary
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
NONE
Syllabus
• Fundamentals of marketing including services marketing LO1
• External and internal Environment LO1
• Consumer behaviour LO1
• Marketing Research and Consumer insight Analytics LO2/3
• Segmentation, Targeting, Positioning LO2/3
• Marketing Mix - Products / Services LO2/3
• Internationalising marketing for services LO2/3
• Customer relationship Management and building loyalty LO”
• Service quality process LO2
• Service failure and recovery
• New service development LO2
• Innovation strategy LO3
• Marketing Planning LO3
Balance of independent study and scheduled teaching activity
The formal delivery of teaching and learning for this module will comprise an average of three contact hours per week across 12 teaching weeks, supplemented by additional enrichment weeks throughout the semester. Each week will typically include a two-hour interactive session employing a range of teaching and learning strategies. These include workshops, lectures, guest speakers, case study discussions, panel debates, video analysis, as well as scenario-based activities and real-time simulations. Peer-to-peer learning is embedded within the module, as students collaborate to develop practical solutions and critically assess their impact.
Group work is a core component of the learning experience, encouraging active engagement as students share their knowledge and experience through discussion and collaboration. In addition, a one-hour seminar each week will adopt a more focused, discussion-led approach to explore current themes and emerging trends within the aviation industry. This will be further enriched through input from alumni, who will offer career insights, and guest lecturers who provide industry-specific context.
The module also makes extensive use of interactive learning spaces, supporting dialogue between students and staff, and facilitating access to a range of academic resources, including journal articles, professional websites, and external materials. Active participation in class discussions and debates is encouraged, recognising the diverse professional backgrounds and experiences that students bring to the programme.
Students are expected to prepare in advance for each session by reviewing the module schedule, which will be shared online and summarised by tutors at the end of each lecture. This preparation involves independent research and reading around the weekly themes to enable meaningful contributions to class discussions and Q&A activities.
Opportunities for reflective learning are embedded throughout the module. Students are encouraged to consider their approaches to tasks and discussions, and to reflect on informal feedback received during lectures and in relation to their submitted assessments.
Learning outcomes
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 analyse the selected sector/organisation (LO2)
3. Apply relevant marketing concepts / models to the selected organisation in order to facilitate decision-making processes (LO2).
Bibliography
https://rl.talis.com/3/londonmet/lists/B0241595-5777-7D1B-73CC-4CABD591F62E.html?lang=en-GB
Journals:
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
Websites:
Chartered Institute of Marketing (CIM) www.cim.co.uk
Institute of Practitioners in Advertising www.ipa.co.uk
Smartinsights www.smartinsights.com
Electronic Databases:
Mintel, Market Intelligence, Keynote.
Other:
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week, Event Magazine, Music Week.