Aims

This module provides students with a comprehensive introduction to marketing, current issues, its key principles, core concepts and strategic tools. The range of concepts that students will be introduced to include Marketing Communications, consumer behaviour, market research, the 7P’s of marketing, marketing strategy and marketing environments. By the end of the module, students will be fully equipped with the knowledge and skills required for further marketing modules that they may study.

The module aims to allow students to put theory into practice applying the principles of marketing with real case studies and decision making activities

Outline Of Syllabus

1. What is Marketing?
2. Introduction to the Simulations
3. Branding
4. Market research
5. Buyer Behaviour
6. The Marketing Mix
7. Integrated Marketing Communications
8. Marketing Environments
9. Marketing Strategy
10. Digital Marketing

Teaching Rationale And Relationship

Lecture material will convey the key principles of marketing strategy and give the opportunity for further reading and researching to take place. They provide the best format for introducing new theory and presenting case studies.

The lecture materials will be a combination of the explanation of key principles and theory and illustrative case study examples drawn both from the essential text and other case study sources.

These will be supplemented by the small group teaching sessions for working on various case studies linked to the lecture materials to allow students to apply their knowledge and learning. Students are also expected to work unsupervised and present their work in these sessions/and discussion boards to the tutor.

The recommended text linked to the software provides students with the resources to supports the lecture material through such things as mini cases, online MCQ’s where students can practice and test their understanding of the lecture material.

Assessment Rationale And Relationship

The multiple choice exam in semester 1 (50%) are appropriate for testing knowledge and understanding of key introductory marketing principles. Using in-person/on campus multiple-choice exam format in semester 1 for the module offers several advantages. Firstly, it minimizes the possibility of students using unauthorized external support tools, particularly in an in-person setting. This format is also highly efficient for marking large cohorts, ensuring consistency and fairness in grading. Moreover, multiple-choice questions are apt for assessing a broad range of knowledge, covering essential principles in marketing. This standardized approach facilitates comparability across semesters, aiding in curriculum evaluation and adjustment. In essence, this method provides a practical, fair, and comprehensive way of evaluating student understanding in foundational marketing concepts.

The Semester 2 assessment, worth 50% of the module grade, will consist of a group presentation designed to evaluate students' understanding and application of marketing theory. Throughout the semester, students will work on a case study involving a real-world marketing challenge faced by an organization. Seminars will support this process by providing formative feedback. At the end of the semester, each group will present their findings in a 10-minute presentation, either in person or as a pre-recorded video. This format is efficient for managing large cohorts and allows students to practically apply marketing principles. The assessment will measure students' ability to integrate theoretical knowledge with practical problem-solving skills. Evaluation criteria will include the application of marketing theory, group collaboration, and communication skills, with peer evaluations used to assess individual contributions. By standardising the case study across all groups, the teaching team will ensure a consistent and fair assessment process. This approach not only enhances students' employability skills but also provides them with an opportunity to reflect on and refine their marketing strategies in a real-world context.

In the event that an alternative assessment method for MKT1002/MKT1026 becomes necessary in Semester 1 and 2, the Module Leader, in consultation with the DPD and the University, will explore suitable online options. One potential alternative is a take-home exam administered online, with a predetermined completion time limit (24 hours or shorter, as deemed appropriate).

The assessment methods on the module are designed to encourage students to actively engage with a variety of information sources, including lecture materials, small group teaching sessions, and guided learning activities specified within the module. These assessments are directly aligned with the module's intended learning outcomes, ensuring that the evaluations are both relevant and effective.

Regarding formative assessment:

For Semester 1, students will have the opportunity to undertake an online mock multiple-choice question (MCQ) exam through the Virtual Learning Environment (VLE) during the first seminar. This will provide valuable practice and feedback, preparing them for the summative assessment.

Similarly, for Semester 2, an online mock MCQ exam will be available on the VLE during the initial seminar. This formative assessment is aimed at familiarizing students with the exam format and aiding them in identifying areas for improvement before the final assessment.

SEMESTER ONE ONLY STUDY ABROAD: the MKT1026 module is linked to this module and these students will only do S1 assessment - not S2 as this is an S1 module, therefore they will only be assessed using the MCQ in S1