20 credits at level HE4
This module is designed as an introduction to Marketing theory and practice. It will help learners to understand the role of Marketing as a business orientation and a practical function. Emphasis will be placed on the development of the skills and knowledge necessary to deal with a range of Marketing issues and problems.
The aim of the module is to provide students with the opportunity to:
Acquire a broad knowledge and understanding of Marketing by examining and incorporating its basic concepts and principles;
Apply a broad range of Marketing-related and key transferable skills;
Determine solutions to a variety of Marketing problems;
Improve skills in the collection, preparation and presentation of Marketing data taken from a range of varied and specific contexts;
Develop students responsibility for their own learning and the nature and quality of outputs.
The nature and scope of Marketing.
The Marketing environment.
Market segmentation, targeting, and positioning.
Behavioural aspects of Marketing.
The Marketing mix.
Product planning, design and development.
New product development.
Product life cycle.
Marketing communications mix.
The learning hours for this module are made up of the following components:
Lectures 28 hours
Tutorials/group discussion/case study analysis 28 hours
Personal study and directed reading 144 hours
Total 200 hours
The module will be assessed by means of one 2500 word article (50%) and one 2500 word report format work-based assessment (50%). The assessments will enable the student to demonstrate their knowledge and understanding of Marketing theory and its application in the work environment.
The nature of the assessments will allow the development and assessment of appropriate cognitive, practical and other skills.
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||Be able to explain and illustrate knowledge and understanding of models, concepts, and tools of Marketing.||Identify and select relevant Marketing concepts and tools.|
|2.||Be able to analyse and apply basic Marketing concepts to a range of straight forward problems and situations.||
Select and justify the use of relevant Marketing tools in a given situation.
|3.||Be able to gather Marketing information using a variety of sources and use it to produce work of an appropriate standard.||
Gather information using a variety of sources;
Use information appropriately;
Produce work which is referenced in an appropriate academic format;
|4.||Be able to communicate in a manner which is appropriate at foundation degree level||
Identify problems and present appropriate solutions;
Produce appropriate articles and reports;
Your achievement of the learning outcomes for this module will be tested as follows:
|Description||2,500 word article||2,500 word work-based report|
There are no prerequisites for this module.
You cannot take this module if you are taking or have taken:
Baker, M.J. and Hart S.J. (2008) The Marketing Book, 6th Edition, London: Butterworth Heinemann Ltd. (also available as e-book/myilibrary)
Brassington, F. and Pettitt, S. (2006) Principles of Marketing, 4th Edition, Harlow: FT prentice Hall
Dibb, S. and Simkin, L., Pride, W.M., Ferrell, O.C. (2005) Marketing: Concepts and Strategies, 5th European Edition, Boston, Mass.: Houghton Mifflin
Drummond, G. and Ensor, J. (2005) Introduction to Marketing Concepts, Oxford: Butterworth Heinemann Ltd.
Groucutt, J. (2005) Foundations of Marketing, Basingstoke: Palgrave Macmillan
Jobber, D. (2003) Principles and Practice of Marketing, 4th Edition, London: McGraw-Hill Publishing Co.
Kotler P., Wong, V., Saunders J. and Armstrong, G. (2005) Principles of Marketing, 4th European Edition, Harlow: FT Prentice Hall (also available as e-book/myilibrary)
Lancaster, G. and Reynolds, P. (2003) Marketing, Basingstoke: Palgrave Macmillan
Some useful weblinks:
The Academy of Marketing
The Institute for Small Business and Entrepreneurship
The Financial Times
|Host Subject Group:||Business|
|User Name||Date Accessed||Action|