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:
Current from: 2018/9

Module Convenor: Dr Irute Karanicholas


Type of module:

Summary module description:

The module considers fundamentals underlying contemporary marketing, focusing both on theories and business practices. The module deals with marketing on a rather strategic level.


The Module aims to provide students with a clear understanding of the fundamentals (principles) underlying contemporary marketing and enable student to apply theory in practice.

Assessable learning outcomes:

The module is designed with the intention to help improve students’ employability skills in marketing.


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

1. Discuss the theoretical principles underlying contemporary marketing thought

2. Appraise and apply a range of marketing strategies, tools and techniques

3. Evaluate an organisation’s marketing planning process

. Understand consumer benefits and discuss the influences on consumer choices

5. Understand how to position a product/company and communicate with consumers effectively

6. Design and present a sound marketing presentation.

7. Understand the work of a Marketing Manager in practice, with the focus on strategic level.

Additional outcomes:

• Articulate arguments and demonstrate critical thinking effectively.

• Develop verbal communication skills.

• Develop visual and design skills. 

• Organise materials efficiently.

• Effectively work in a team.

Outline content:

The module outline includes the marketing planning, B2C and B2B buying behaviour, segmentation, targeting and positioning, value proposition, competition, product, service, brand, pricing, distribution, integrated marketing communications, sustainable marketing and measuring marketing performance, as well as any other contemporary and hot topics in marketing.

Brief description of teaching and learning methods:

Interactive lectures, tutorials, presentation, simulation game, and independent study. 

As a mode of practical classes and workshop, the simulation game will be offered. In a form of demonstration, presentations will take place.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 2
Tutorials 3
Demonstration 2
Practicals classes and workshops 4
Guided independent study 169
Total hours by term 200.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Report 10
Oral assessment and presentation 30
Practical skills assessment 30
Set exercise 30

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Set exercise will include test in timetable week 12.

Presentations in week 12 or 13.

Practical skills assessment is through simulation game in timetable week 14 and 15 .

Report, which is a mini report, is a reflection on the simulation game.

Formative assessment methods:

Students will receive formative feedback on a number of occasions, including feedback given during the tutorials, presentation, poster presentations, simulation game as well as lectures.

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:

Assessment requirements for a pass:

A weighted average mark of all assignments of 50%.

Reassessment arrangements:

By set exercise.

Additional Costs (specified where applicable):

Last updated: 7 September 2018


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