module specification

MC4004 - Principles and Practice in Marketing (2023/24)

Module specification Module approved to run in 2023/24
Module title Principles and Practice in Marketing
Module level Certificate (04)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
210 hours Guided independent study
90 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 20%   Learning Reflection (To be submitted electronically via Turnitin on WebLearn)
Group Presentation 30%   An In-class group presentation and written report
Unseen Examination 50%   Unseen exam
Running in 2023/24

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

Module summary

The module introduces students to the study of marketing and communications.  It outlines the fundamental principles, concepts and techniques, which are essential to understanding marketing in the 21st century as a philosophy of business in different environments.  It provides students with the opportunity to explore contemporary marketing theories and approaches and the body of knowledge required for marketing decision-making based on the application of the marketing mix.

The module aims to:
1. Critically evaluate the holistic marketing concept and its impact on the marketing mix of products and services, with a view to creating superior customer value.
2.  Explore how changes in our modern society including cultural and rapid technological advances have created new challenges and opportunities for all organisations.
3. Develop knowledge of a wide range of theoretical and practical techniques used in marketing and communications. 
4. Assess how to employ marketing theories, techniques and tools in solving business and marketing challenges across a range of organisations.

Prior learning requirements



key subject areas to be addressed LO 1 - LO4

Understand the fundamentals of marketing LO 1
The evolution of marketing economies: marketing concept, it propositions and alternative business philosophies; the European/Global Marketing Environment; Consumer Behaviour and business-to-business behaviour; Marketing Information Systems, Research and Research methods; Segmentation, Targeting & Positioning.

Using marketing theories and elements of tactical marketing tools to create customer value LO2
Product & Service mix – anatomy of product, branding, product management, innovation and new product development, product life cycle; Pricing mix - context and concepts, pricing strategies.

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

Marketing planning and strategy LO3
Marketing planning – strategy analysis and decision-making; competitor analysis; portfolio planning and product growth strategy; global marketing.
Demonstrate understanding of key marketing and communications theories and their use through completing an unseen exam

Reflective Learning (PISO II) Requirement LO4
Learning reflection in in the first 6 weeks of taking the module.  This include students’ experience on the module/course and tutor’s feedback from formative assessment in the module and their own skills reflection on this formative feedback.

Balance of independent study and scheduled teaching activity

The module will be delivered over a 30-week period and consists of 2 hours lectures and 1 hour seminar each week, including weeks 27 and 28, which will be used for examination preparation and support. Exams will take place at the end of academic year during timetabled exam period. The weekly lectures will focus on key theories, concepts, models and frameworks of the principles of marketing and their application to real life situations in the context of European/UK and Global environments.

The seminars will focus on discussions, debates, questions and answer sessions to build on the topics covered in the lectures.  The emphasis will be on group activities and preparation for, case study analysis and the development of individual and group communications and presentational skills.  Students will be required to gather and evaluate information from various sources and relate contemporary issues to their knowledge of the marketing and communications disciplines and professions.

The module support independent and group learning through the module's virtual learning environment hosted on WebLearn. Here students can access resources such as lecture notes, recorded lectures, study guides, coursework briefs, guidelines and feedback, as well as links to further resources. Students are encouraged to actively engage with the subject, their peers, and the tutors through the module's online discussion threads.
Reflective learning (PISO II) is incorporated into the module. Students are advised to keep a journal of experiences and personal development to analyse and reflect on the effectiveness of their learning.

Learning outcomes

1. Demonstrate awareness and knowledge of marketing and communications definitions, theories, concepts and tools as far as they apply to and affect business and all types of organisations through an unseen exam.
2. Develop the ability to seek, handle and interpret key economic, social, cultural, technological, political, environmental and behavioural data which underpin marketing and communications practices in a variety of organisations.
3. Know how to apply the key elements of the marketing system known as the marketing mix to products and services and develop a conceptual and analytical approach to dealing with marketing and communications problems as they arise within the organisation
4. Develop and demonstrate good general and academic skills required for higher education and good academic practice, including researching, writing, oral presentation, team working and IT skills. As well as student’s reflective learning skills.

Assessment strategy

Assessment component 1 (weighting 20%) Learning outcome assessed (LO4) Learning reflection in the form a 500-700 words account of student’s learning in the first 6 weeks of taking the module.  This task due in week 7 should include students experience on their module/course, the feedback they have received in their module and their own skills reflection on formative feedback. 

Assessment component 2 (weight 30%): 
Consisting of group presentation (10%) and group written report (20%)
The learning outcomes assessed for this assessment component are LO 2- 3 in your learning outcomes.
Group presentation and written report
Each week in the seminar a team (made up of 3-4 individuals) will adopt the role of marketing managers and select a case study from the recommended textbook that relates to a specific marketing and communications challenge, for analysis. The case study chosen by each team must be confirmed by the seminar tutor to avoid duplication. The team is required to give a presentation with highlights of the key marketing issues in their case study and provide answers/solutions to the questions raised in the case study. The presentation will last for 10minutes with up to an addition 5 minutes to answer questions from the audience. The group written report is a business/marketing report which should also provide marketing answers/solutions to the same questions in the case study and details of the main points dealt with in the oral presentation.  These presentation and report writing will commence in week 8 and run as a rolling presentation from weeks 8-26. The case studies will be closely linked to the marketing topics covered in the lectures. 

Your group presentation and report will be assessed by the following equally weighted criteria:
-The team’s ability to construct a realistic and relevant picture of the marketing issues in the case study.
-The team’s ability to provide appropriate analysis of the marketing issues in the case study and draw conclusions from secondary data.
-Evidence of strong teamwork.
-Evidence of a professional approach to business presentation and written business/marketing report.
This presentation and written report must be a collection of individual team members’ contribution to the task. Therefore, all members of the team must contribute to the task. To this end, it is important that each team should keep a diary of team meetings, preparation, individual responsibilities and contribution of each team member to the above task. The summarised and signed team diary should be handed in with the team report.
Group presentation and written report commences in week 8 and runs as a rolling presentation from weeks 8-26.   The case studies will be closely linked to the marketing topics covered in the lectures.  The written report should be 1500 words limit without appendices and must be handed to the seminar tutor a week after the group presentation in class.  

Where it is not possible (and agreed with your tutor in writing) to deliver a group presentation, you will be provided with an alternative form of assessment. 

Assessment component 3 (weigh 50%): This assessment component is LO1.
Unseen exam is a 2 hour individual examination that will take place during timetabled end of year exam period.  This exam will comprise a mix of multiple choice questions and a choice of essay type questions in an unseen examination.  Students will be required to show and apply their knowledge of general definitions, theories, concepts, and tools related to marketing that were covered in the course of the module.

You must pass in aggregate.

Arrangements for formative and summative feedback

The arrangement for formative and summative feedback is based on the university assessment framework and the QAA guidelines. Students will receive both oral and written feedback on their assignment within 10 working days of submission. Students are strongly encouraged to show their draft to their tutor for comments. Students will also be provided with detailed feedback both in-class and via Turnitin where required.


Core Text: 
Jobber D., Ellis-Chadwick, F., (2019) Principles and Practices of Marketing, 9th edition McGraw Hill (Available as an E-book).

Other Texts:
Kotler P., Armstrong G, Harris, C. L., Piercy, N., (2017) Principles of Marketing, 7th European Edition Pearson/Prentice Hall
-Gbadamosi, A., Bathgate I., Nwankwo S., (2013) Principles of Marketing, A Value-Based Approach. Palgrave Macmillan
-Lovelock C., Wirtz J., Chew P., (2016) Essentials of Service Marketing Management, 3rd edition Pearson.

Academic Journals
European Journal of Marketing
Journal of Services Marketing
Journal of Marketing
Journal of Consumer Marketing
International Journal of Retail and Distribution Management
Journal of Product and Brand Management

Chartered Institute of Marketing (CIM)
Marketing stable of magazines       

Electronic Databases:
Mintel Marketing Intelligence

Other relevant books, articles and other resources would be recommended as required during the academic year.