module specification

MC4060 - Practice of Marketing (2023/24)

Module specification Module approved to run in 2023/24
Module title Practice of Marketing
Module level Certificate (04)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
9 hours Assessment Preparation / Delivery
105 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 20%   Reflective report (500-700 words)
Coursework 80%   Individual marketing report - 1500 words
Running in 2023/24

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Autumn semester North Monday Morning
Autumn semester North Wednesday Morning
Autumn semester North Tuesday Afternoon
Autumn semester North Friday Morning

Module summary

The module aims to provide an understanding of the theories of marketing and the practical application of the tactical tools of marketing in contemporary and technology driven organisations at local, national, regional and in a global context. In this module, students explore how different types of organisations deploy the marketing mix tools to implement their marketing strategy and to develop a competitive edge.

The module aims to:

● Provide an understanding of the theories involved in creating and delivering value to customers using the tactical tools of marketing.
● Explore the practical application of the marketing mix in product/services, public sector/non-profit sectors marketing.
● Develop students’ academic writing, application of knowledge and interpreting data skills.
● Develop students’ researching and analysing skills.

Prior learning requirements




Using marketing theories and elements of tactical marketing tools to create customer value LO1
-Product & Service mix – anatomy of product/service, branding, product management, innovation and new product development, product life cycle; Pricing mix - context and concepts, pricing strategies. LO1

-Using marketing theories and elements of tactical marketing tools to communicate and deliver customer value LO2
-Promotion mix – integrated marketing communications & the communications model; - Advertising, PR, Sales Promotion, Direct Marketing, Personal Selling; Direct marketing and social media. -Place mix – marketing channel and logistics, intermediaries and their functions. LO2
-People LO3
-Processes LO3
-Physical evidence LO3

-Application of marketing tactical tools in Global Marketing LO3
-Demonstrate understanding of key tactical marketing and communications theories and their use through completing the module assessment. LO3


Balance of independent study and scheduled teaching activity

The module will be taught over a 12-week period and consists 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 product/services and public sector/non-profit organisations.

Lectures will focus on key issues, concepts and models of creating and delivering customer value through traditional and services marketing mixes 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 marketing professionals and 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.

Learning outcomes

On Successful completion of this module, students will be able to:

1. Know how to apply the key elements of the marketing system known as the marketing mix to products, services, public sectors (LO1)
2. Develop a conceptual and analytical approach to dealing with marketing and communications problems as they arise within the organisation (LO2)
3. Develop and demonstrate an understanding and application of marketing tactical tools in a global marketing and technologically driven environment (LO3).

Assessment strategy

The module is assessed by two components:

1.Summative individual reflective report in week 7 (20% weighting)
2. A individual marketing report showing evidence of research and ability to apply the key elements of the marketing system known as the marketing mix to products and services (LO1 & LO2).


Core Text:

Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practices of Marketing, 9th Edition, McGraw-Hill

Additional reading

Lovelock, C. and Wirtz, J. (2016) Services Marketing: People, Technology, Strategy, Global Edition, 8th Edition, World Scientific Publishing.

Chaffey, D. and Smith, P.R. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th Edition, Routledge.

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. 

Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2017) Services Marketing: Integrating Customer Focus Across the Firm, 7th Edition, McGraw-Hill.

International Marketing Review
Journal of Marketing Communications
Academy of Marketing Science Journal
International Journal of Service Industry Management
Services Marketing Quarterly
Journal of Voluntary and Non Profit Marketing
Journal of Consumer Marketing
European Journal of Marketing
Journal of Business Management
Journal of Electronic Commerce in Organizations
International Business Management 

Chartered Institute of Marketing (CIM)
Institute of Practitioners in Advertising

Electronic Databases:
Mintel, Market Intelligence, Keynote.

Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.