MMM043-Principles of Marketing

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Miss Irute Daukseviciute


Summary module description:
The Module considers the principles underlying modern marketing management, focusing on theories and current practices. Areas covered include the marketing environment, marketing planning, marketing mix, buyer behaviour, segmentation, targeting and positioning, new product development, sustainable marketing brand and brand strategy

The Module aims to provide students with a clear understanding of the principles and practices underlying marketing today.

Assessable learning outcomes:
By the end of the Module students should be able to:
1. Understand the theoretical principles underlying modern marketing
2. Analyse firm’s marketing decision processes
3. Critically appraise a range of marketing strategies
4.Understand how key stakeholders and markets influence firms ‘marketing behaviour
5. Understand the influences on consumers’ decision making
6. Locate and assemble information from a range of sources relating to the subject through one's own research and work.

Additional outcomes:
Organise material and articulate arguments effectively in writing both under timed conditions and in assessed coursework.

Outline content:
The module examines the basic principles of marketing and the marketing environment, before analysing the various other elements of, and influences on, marketing mix. Issues such as branding, new product development, marketing mix, among others, will also be covered.

Brief description of teaching and learning methods:
Ten 2-hour lectures over the term and three 1-hour tutorials.

Contact hours:
  Autumn Spring Summer
Lectures 20 1
Tutorials 3
Guided independent study 177
Total hours by term 200.00 1.00
Total hours for module 201.00

Summative Assessment Methods:
Method Percentage
Written exam 65
Written assignment including essay 35

Other information on summative assessment:
Group coursework
1 compulsory assignment submitted by a specified date.

Relative percentage of group coursework:
The piece of group coursework carries 35% of the total module mark.

Formative assessment methods:

Penalties for late submission:

Penalties for late submission on this module are in accordance with the University policy. Please refer to page 3 of the Postgraduate Guide to Assessment for further information:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:
One 2-hour unseen written paper carrying 65% of module mark.

Requirements for a pass:
A weighted average mark of group coursework and examination of 50%.

Reassessment arrangements:
By examination only (one 2-hour unseen written paper) in August/September. Coursework will not be included in the re-assessment.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 21 December 2016

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