Introduction to Marketing

Module overview

The module introduces you to the basic concepts of marketing and explains its function in today’s business environment. You will discuss principal theory and practice of marketing and how marketing builds value to the firm and the customer with examples and assessment work. The outcomes from the module is to provide students with a grounding of the role and importance of marketing and provide basic skills enabling the student to analyse and consider marketing problems and opportunities.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

The changing business environment within which marketing operates.
Marketing principles in a wide variety of contexts.
Define and summarise marketing concepts.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Demonstrate effective oral and/or written communications.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Explain a course of action based on relevant marketing theories/frameworks.
Evaluate and apply marketing principles.

Learning and Teaching

Teaching and learning methods

Weekly lectures introducing topics and classes that investigate the topics in more depth. The module will run from Weeks 1-12. There will be one lecture and one seminar per week.

Study time
Type	Hours
Revision	26
Lecture	24
Seminar	10
Follow-up work	40
Preparation for scheduled sessions	20
Wider reading or practice	30
Total study time	150

Resources & Reading list

Textbooks

Wood. M. B. (2017). Essential Guide to Marketing Planning. Harlow: Pearson.

Jobber, D., and Ellis-Chadwick, F. (2020). Principles and Practice of Marketing. McGraw-Hill Education.

Kotler, P., Armstrong, G., Harris, L.C. & Piercy, N. (2020). Principles of Marketing. Harlow: Pearson.

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Lectures and Seminars

Assessment Type: Formative
Feedback: Formative feedback will be given to students during lectures, seminars, office hours, and via email when students ask questions of the module leader.
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Individual report	100%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Individual report	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Individual report	100%

Repeat Information

Repeat type: Internal & External