Programme/Approved Electives for 2021/22
Available as a Free Standing Elective
This module seeks to introduce and develop a general understanding of the key concepts, tools and theories of relevance to marketers today. Marketing has become recognised as a vital ingredient of business in many different sectors. The contexts in which marketing will be considered in this module will range from consumer marketing through to services marketing, business-to-business marketing, social marketing and not-for-profit marketing.The module will start by examining the history and philosophy of the marketing concept and the basic principles of marketing management and strategy. It will consider aspects of buyer behaviour, marketing research and the marketing mix, extending to the services marketing mix. The increasing sensitivity of consumers to ethical issues also leads to the consideration of the social impact of marketing, and ethical approaches to marketing.
This module seeks to introduce and develop a general understanding of the key concepts, tools and theories of relevance to marketers today, in a variety of contexts such as services, business-to-business, social and not-for-profit marketing.
Intended Learning Outcomes
describe and explain key theories that underpin marketing: 1,2apply marketing ideas to a variety of organisations and marketing settings: 1,2analyse marketing situations using appropriate marketing tools and concepts: 1,2
Lectures 12 hoursSeminars 12 hoursExam 2 hoursPrivate Study 124 hours (consisting of: 24 hours tutorial preparation, 50 hours exam preparation and 50 hours group report preparation).
1: Essay weighted 50%
Description of Module Assessment
3000 word group reportAssessment based upon weeks 1-4 of seminar teaching to enable early formative feedback to students through summative assessment. Work will be marked by the module leader and second marker, however, students will have the option to individually submit a peer review assessment sheet to provide evidence of non-engagement/exceptional contributions from peers if they feel this is necessary. Peer review assessment will not be marked, meaning there will be no penalty for non-submission. Group size for the 3,000 word group report should be 3-4 students.2: Unseen Exam weighted 50%
Two hour examinationTake-away exam which will be available on KLE for 24-hours to answer and submit your answer via Turnitin File. Although students have been given significant time to complete this exam script, we expect most students to spend no more than 3 hours to complete and submit their answers via Turnitin (with a maximum of 1,000 words). Answers should be as accurate and concise as possible.
Students answer two from five unseen questions. All aspects of the curriculum are covered