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Marketing Principles
Module Code 4MARK001W Module Level 4 Length Session One, Three Weeks Site Central London Host Course London International Summer School Pre-Requisite None Assessment 75% Report, 25% Group Presentation
Summary of module content
This module provides students with an introduction to marketing and its role in
business and society. It gives students an overview of the principles underpinning
marketing activities, and is both an introduction to the subject area. The module aims
to introduce the key concepts of marketing, an understanding of consumer behaviour,
and an evaluation and application of marketing tools in the context of contemporary
major social and environmental issues.
Learning outcomes By the end of the module, the successful student will be able to:
- Understand the underpinning principles and current practice of marketing and its role in organisations.
- Understand the characteristics and dynamics of the external environments within which organisations operate.
- Collect data from a range of defined sources and analyse to present information and solve business problems.
- Communicate effectively, orally and in writing, in a clear and concise manner using a range of media which are widely used in business.
- Show an awareness of ethical constraints facing organisations.
- Work effectively in a group on a given task meeting obligations to other group members.
Course outcomes the module contributes to: BA Business Management L4.2 Demonstrate an understanding of the functions and processes of business organisations (KU) L4.3 Explore & evaluate the nature of the interrelationships between internal and external pressures in an organisation within a global context (KU). L4.6 Communicate effectively, orally and in writing, in a clear and concise manner (KTS). L4.7 Demonstrate awareness of cultural differences and ethical constraints in both the internal and external organisational environment (GA).
Course outcomes the module contributes to: BA Entrepreneurship L4.5 Understand the elements of effective communication, networking and negotiation skills (KTS) L4.7 Use research techniques applicable both to academic and entrepreneurship practice (KTS)
Indicative syllabus content Overview of marketing: marketing in different contexts (profit/not for profit), ethical issues in marketing, corporate social responsibility.
- Marketing analysis: Competitors, Environment, and integration to get output from SWOT Matrix.
- Marketing research: its importance and role in marketing process, the process of conducting marketing research, overview of different methods.
- Buyer behaviour: both consumer and organisational, Maslow’s hierarchy of needs, segmentation and targeting.
- Products as both goods & services: Positioning, the product life cycle, the diffusion of innovation, 4Ps 7Ps.
- Branding: the difference between products and brands.
- Price: the principle pricing methods.
- Marketing communications: distribution channels and choices.
- Contemporary issues in marketing: eg digital, global.
Teaching and learning methods Teaching will follow the lecture/ seminar pattern for the duration of the semester. When the module is required to run in the summer school this may be adapted to block mode delivery.
Activity type Category Student learning and teaching hours*
Lecture Scheduled 12
Seminar Scheduled 24
Tutorial Scheduled 12
Total Scheduled 48
Structured independent study Independent 42
Module and Course based general study Independent 42
Working on and taking assignments Independent 68
Independent study Independent 152
Total student learning and teaching hours 200
***** the hours per activity type are indicative and subject to change.
Recommended Textbooks: Kotler P., Armstrong G., Wong V. & Saunders J.A. (2015) Principles of Marketing. (16th ed.) Global edition. London: Pearson. Hackley, C. (2011) Marketing: A Critical Introduction. London: SAGE Publication Ltd. Hackley, C. (2013) Marketing in Context: Setting the Scene. London: Palgrave Macmillan.
Supplementary Journals: Journal of Marketing European Journal of Marketing International Journal of Market Research Journal of Academy of Marketing Science Journal of Consumer Research Journal of Advertising
Supplementary Magazines and Trade Press: Marketing Week Marketing Mintel Reports Advertising Age Advertising Weekly The Economist Campaign
Additional reading will be posted on Blackboard
