module specification

MC4F12 - Introduction to Marketing (2022/23)

Module specification Module approved to run in 2022/23
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
186 hours Guided independent study
114 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 50%   Individual structured portfolio (1,500 words)
Coursework 50%   Individual Business report (2,500 words)
Running in 2022/23

(Please note that module timeslots are subject to change)
No instances running in the year

Module summary

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.

Module aims

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.

Learning outcomes

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.


Core Textbooks:
• Amstrong, G.,  Kotler, P., Hacker, M., and Brennan, R., (2012), Marketing: An Introduction, 2nd ed. New York: Pearson Education

Recommended Textbooks:
• 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