| Code | MKT201 |
| School | EBSL |
| Module Level | 2 |
| Module Code | MKT201 |
| Class | GE|EL|MA|MI| |
| Availability | DE|SA| |
| Semester | 1 |
| Credits | 12 |
| ECTS Credits | 6 |
| Contact Hours | 48 |
| Self Study Hours | 72 |
| Course Aims | The role of the marketing department within organisations has become increasingly important. This is due to increasing competition, technological developments, media fragmentation and proliferation; higher customer expectations, and the need both to better understand and build long term relationships with customers in order to achieve market share, profitability and customer loyalty.
Increasing globalisation in the manufacturing sector, the growth of the service sector and soaring investment in online facilities have increased customer focus within corporations and facilitated the implementation of marketing strategies. This has led to a greater concentration on the marketing function.
Marketing as a discipline has almost become a science. Employing an increasingly popular array of models and academic frameworks, the subject has established itself within university business courses as a powerful gateway into today's competitive business environment. By its very nature, representing the interface between the organisation and the marketplace, it contains a strong practical dimension that is inseparable from the conceptual frameworks that underpin the components within it.
The UK Graduate Careers Survey 2006 cited Media, Marketing and Sales as one most likely career directions for graduates with over a quarter of all students applying for these positions in these areas. Marketing's popularity is increasing and students entering the job market need to be prepared to make a meaningful contribution as soon as they join a company.
Principles of Marketing is a very useful business course module that will enhance the student's marketability whether he/she goes on to pursue a Marketing career or not. Marketing knowledge acquired in this module will prove useful whatever eventual career choices the student makes. It is this ability of marketing's usefulness to cut across disciplines that makes it such a smart subject choice. |
| Course Content | Week 1 - Introduction to Marketing
Week 2 - Marketing Environment
Week 3 - Consumer Behaviour in B2B and B2C Markets
Week 4 - Segmentation
Week 5 - Marketing Research
Week 6 - Product
Week 7 - Price
Week 8 - Marketing Channels
Week 9 - Marketing Communications
Week 10 - Services Marketing
Week 11 - Internet Marketing
Week 12 - Marketing Strategy and Planning
Core Skills ContentThe module will build on skills taught in Level 1 Business modules.
Research skills
"Familiarity with a range of data
"Selecting and using appropriate research sources e.g. Online facilities
Analytical skills
"An ability to analyse, with minimum guidance, marketing issues and generate strategic recommendations
Effective problem solving and decision making skills
"Use of qualitative techniques in identifying and solving business problems
Communication skills
"Oral skills - effective presentation of marketing concepts and information
"Writing skills - production of business reports in a clear and concise manner
"Use of a range of media - PowerPoint, widely used in the preparation of business reports and presentations
IT skills
"The use of business software packages Word, PowerPoint, and the Internet.
Self management skills
"Effective use of time and management of own learning
"Ability to plan and act with increasing autonomy
"Development of initiative and enterprise
"Group management, interacting effectively within a team
Interpersonal skills
"Active class participation, with ability to give and receive information and ideas, and modify responses, where appropriate
"Presentations, using a variety of formats |
| Learning Outcomes | A6, A8, A9, B5, B6, B7, B8, C6, C7, C8, C10, D6. |
| Presentation | Lectures will be used to deliver the fundamental marketing concepts, principles and techniques. Seminars will be used primarily to explore the practice of marketing through cases and participative discussions and presentations.
The lectures will be delivered according to a scheme of work that is crafted to gently draw the student into the conceptual and analytical frameworks of marketing without overwhelming him/her. By using the linkages to the real corporate world and the marketplace both the student's focus and understanding of the subject can be maintained. Regular group work featuring mini cases in a seminar setting will provide an opportunity for students to critically evaluate the applicability of concepts and frameworks to real life scenarios. At the end of each seminar, group representatives will be required to present a summary of their findings to the whole class. This will serve to reinforce the learning of the concepts as well as provide opportunity for students to practise teamwork and corporate briefings - a feature of everyday company practice. The seminars will also be used to further clarify concepts and deal with any student anxieties or uncertainties.
Students will be guided in further reading throughout the course. Group discussions will be used to test the academic rigour of various models and frameworks encountered during the reading. Using a 'strengths and weaknesses' approach, students will be able to develop confidence to undertake a critical review of the literature with its accompanying models, theories and frameworks. |
| Reading Recommended | Solomon, M.R., G.W. Marshall, and E.W. Stuart (2006) Marketing, Real People, Real Choice, Fourth Edition, Prentice Hall, New Jersey.
Kotler, P. and G. Armstrong (2005) Principles of Marketing, Eleventh Edition, Prentice Hall, New Jersey.
Kotler, Armstrong, Saunders & Wong (2004) Principles of Marketing, Fourth European Edition, Harlow, Pearson Education Limited.
Perreault, W. D. and E.J. McCarthy (2005) Basic Marketing, A Global Managerial Approach, 15e, McGraw-Hill Irvin. |
| Reading Required | Brassington, F and S. Pettitt (2005) Essentials of Marketing, Prentice Hall FT, Harlow. |
| Asseseement Methods | Individual written assignment and group written assignment |