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:
Co-requisites: MMM043XXX Principles of Marketing
Modules excluded:
Module version for: 2017/8

Module Convenor: Miss Irute Daukseviciute


Summary module description:

The Module considers the principles underlying modern marketing, focusing both on theories and contemporary business practices. Areas covered include the marketing planning, B2C and B2B buying behaviour, segmentation, targeting and positioning, product, service, brand, price, distribution, integrated marketing communications, sustainable marketing and measuring marketing performance.


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

Assessable learning outcomes:

By the end of the Module students should be able to:

1. Discuss the theoretical principles underlying modern marketing thought

2. Evaluate an organisation’s marketing planning process

3. Identify and explain how key stakeholders influence organisation's marketing behaviour

4. Discuss the influences on consumers’ decision making

5. Apply and appraise a range of marketing strategies, tools and techniques

6. Design and present a sound marketing programme, utilising information from a range of relevant and contemporary sources.

Additional outcomes:

• Organise materials efficiently.

• Articulate arguments and demonstrate critical thinking effectively.

• Develop verbal communication skills through delivering presentation.

• Visual/design skills will be enhanced by working on the group presentation. 

• Team working skills by working in groups in a different settings.

Outline content:

The module examines the fundamental principles of marketing before analysing the various other elements of, and influences on, the marketing mix.

Brief description of teaching and learning methods:

Interactive lectures, tutorials, presentation, and independent study. Practical classes below are Simulation Games. 

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 3
Practicals classes and workshops 4
Guided independent study 173
Total hours by term 200.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 50
Oral assessment and presentation 30
Set exercise 20

Other information on summative assessment:

Students will engage with a group presentation, learning platform Connect and will be examined by taking a test in a form of MCQ.

Formative assessment methods:

Students will receive formative feedback on a number of occasions, including feedback given during the presentation, as well as the classes.

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 1-hour unseen paper.

Requirements for a pass:

A weighted average mark of examination through test, group presentation and Connect of 50%.

Reassessment arrangements:

By examination (test) only. 

Last updated: 15 September 2017

Letter 'IPO.MODCAT1STKT' - Generation started at 15/Sep/2017 16:01:31.75.

Things to do now