MC4F12 - Introduction to Marketing (2020/21)
|Module specification||Module approved to run in 2020/21|
|Module title||Introduction to Marketing|
|Module level||Certificate (04)|
|Credit rating for module||30|
|School||Guildhall School of Business and Law|
|Total study hours||300|
|Running in 2020/21||No instances running in the year|
This Marketing module (Module code MC4F12GN) introduces the key contemporary theories and approaches of marketing. It will enable the building of knowledge and the application of the tools and techniques required to analyse a market and the factors that affect it, identify target groups and formulate appropriate marketing mixes within the marketing planning framework.
This module aims to encourage students to:
• Identify principles, concepts, models and theories of marketing and begin to identify their strengths and weaknesses.
• Implement the tools and techniques used in marketing across a variety of marketplaces and organisational settings.
• Marketing concepts
• Marketing audits and tools; SWOT, PESTLE etc
• Marketing mix and the extended marketing mix
• Segmentation, targeting and positioning (STP)
• Service marketing
• The domestic and global marketing environment
• ICT in marketing; e-marketing, marketing via social media
Learning and teaching
The delivery of this module will be through weekly taught sessions which will cover the knowledge and theory necessary for the students’ understanding. Within the sessions there will be opportunities for active group participation in discussions, research, case studies and presentation. This will help develop useful transferable skills such as oral and written communication, IT, working in a team, research and problem solving skills.
Blended learning: Students will be able to use a variety of teaching and learning approaches including e-journals, podcasts, marketing videos.
Industry experts from recognised accredited professional bodies and successful business entrepreneurs
with relevant student workshop experience will be invited as guest speakers during the one workshop session with a focus on career skills, employability issues and emerging trends.
On completing the module students will be expected to be able to:
1. Demonstrate an understanding of the key marketing theories, models, processes and tools.
2. Apply knowledge and use the appropriate tools and techniques to undertake a basic marketing audit and analysis of current marketing performance and strategy.
3. Analyse and recommend marketing mixes appropriate to target segments and markets.
4. Identify the principles and concepts underlying segmentation, targeting and positioning.
5. Work in groups to carry out research and present information on a company’s key marketing segments.
The assessment of this module is designed to enable students to work collectively and alone in open and time-constrained situations. Formally, there are three assessment points.
Assessment 1 (50%)
Individual essay (2,000 words) on the key marketing theories, models, processes and tools.
Assessment 2 (50%)
Individual structured portfolio (1,500 words) on an organisation of the student’s choice covering marketing audit.
• Amstrong, G., Kotler, P., Hacker, M., and Brennan, R., (2012), Marketing: An Introduction, 2nd ed. New York: Pearson Education
• Charlesworth, A., (2014), An Introduction to Social Marketing, Abingdon: Taylor and Francis
• Dibb, S., Simpkin, L., Pride, W.M., and Ferrel, O.C., (2012), Marketing: Concepts and Strategies. 6th ed. London: Cengage Learning
• Jobber, D., and Eliss-Chadwick, F., (2012), Principles and Practice of Marketing, 7th ed. Maidenhead: McGraw Hill
• Pickton, D., and Msterson, R., (2014), Marketing: An Introduction. 3rd ed. London: Sage
Journals and Other Learning Resources:
• European Journal of Marketing
• International Marketing Review
• International Marketing Review
• Journal of Consumer Marketing
• Journal of Services Marketing