module specification

MC4161 - Principles of Marketing: for Creative Industries and Aviation (2023/24)

Module specification Module approved to run in 2023/24
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
14 hours Assessment Preparation / Delivery
100 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 100%   Individual Essay (1,500 word limit)
Running in 2023/24

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Spring semester North Thursday Morning
Spring semester North Thursday Afternoon

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



• Fundamentals of marketing including services marketing  LO1
• External and internal Environment  LO1
• Consumer behaviour LO2
• Marketing Research and Consumer insight Analytics LO2
• Segmentation, Targeting, Positioning LO2
• Marketing Mix - Products / Services LO2
• Internationalising marketing for services LO1
• Customer relationship Management and building loyalty LO3
• Service quality process LO3
• Service failure and recovery LO3
• New service development  LO2
• Innovation strategy  LO3
• E-services  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.

Learning outcomes

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 (LO3).

Assessment strategy

The module is assessed by one component:

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.



Core Text:

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. 

Core Text for Aviation:

Stephen Shaw (2011).  Airline Marketing and Management Paperback.

Doganis, R. (2019). Flying Off Course: Airline Economics and Marketing. Routledge; 5 editions.

Core Text for Creative Industries:
Bilton, C. (2017) The Disappearing Product: Marketing and Markets in the Creative Industries, Edward Elgar Publishing Ltd.
Middleton, V., Fyall, A., Morgan and Ranchhod, A. (2009) Marketing in Travel and Tourism, 4th Ed., Butterworth-Heineman.
Kolb, B. (2016) Marketing Strategy for Creative and Cultural Industries (Mastering Management in the Creative and Cultural Industries), 1st Edition, Routledge.
Troilo, G. (2015) Marketing in Creative Industries: From creativity to customer value, Palgrave Macmillan.
Reic, I. (2016) Events Marketing Management: A consumer perspective, Routledge.
Wilson, A., Zeithaml, V.A., Bitner, M.J. Gremler, D.D. (2016) Services marketing: Integrating customer focus across the firm, 3rd European Edition, McGraw Hill Education.
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. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, 5th 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. (2011) 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)
Institute of Practitioners in Advertising

Electronic Databases:
Mintel, Market Intelligence, Keynote.

Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week, Event Magazine, Music Week.