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 is appropriate for testing knowledge and understanding of key introductory marketing principles.

In the case of an alternative assessment for semester 1 (50% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

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.

Formative Assessment:

For S1 : an online mock MCQ exam (via the VLE) will take place in Seminar 1 as the formative assessment.

For S2: questions and answers with the tutor on key themes within the discussion boards which will align with the topics of the simulations PLUS an example mini simulation formative assessment for practice will be given in Semester 2


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