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:
Current from: 2023/4

Module Convenor: Dr Irute Karanicholas

Type of module:

Summary module description:

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


The Module aims to provide students with a clear understanding of the fundamentals (principles) underlying contemporary marketing and enables 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.

  4. 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 communication skills. 

  • Develop visual skills. 

  • Organise materials efficiently. 

  •  Develop abilities to effectively work in teams. 

Outline content:

The module examines the basic principles of marketing, the marketing environment and marketing strategy, as well as other contemporary topics in marketing. 

Brief description of teaching and learning methods:

Interactive lectures and other interactive activities, tutorials, presentation, and independent study.? 

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 5
Demonstration 1
Practicals classes and workshops 7
Guided independent study:      
    Wider reading (independent) 30
    Wider reading (directed) 30
    Advance preparation for classes 20
    Preparation for tutorials 5
    Preparation for presentations 30
    Preparation for performance 20
    Preparation of practical report 30
    Reflection 2
Total hours by term 200 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Practical skills assessment 60
Set exercise 40

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

Practical skill assessment (60%) will consist of two interrelated elements: 

  • Individual test (20%). Completed in between week 7-9 of the term. 

  • Team presentation (40%). Presented during week 10 or 11.  

Set exercise (40%) will be conducted in small teams, but the work will be assessed through individual reflection. Submission date: week 6 or 7 of the term.  

Formative assessment methods:

Students will receive formative feedback on a number of occasions, including feedback given during the tutorials, 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):

Cost Amount
 1. Required text book  £70.00


Last updated: 30 March 2023


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