MQM2PM-Principles of Marketing

Module Provider: Marketing and Reputation
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Autumn / Spring / Summer module
Non-modular pre-requisites:
Modules excluded:
Current from: 2021/2

Module Convenor: Prof Adrian Palmer

Type of module:

Summary module description:

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


The Module aims to provide students with a clear understanding of the principles underlying contemporary marketing and enables students to apply theory to practice. 

Assessable learning outcomes:

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

  1. Discuss the theoretical principles underlying contemporary marketing thought

  2. Analyse the effects of the marketing environment on an organisation’s marketing activities

  3. Understand consumer benefits and discuss the influences on consumer choices.

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

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

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

  7. Evaluate an organisation’s marketing planning process.

Additional outcomes:

  1. Articulate arguments and demonstrate critical thinking effectively. 

  2. Develop communication skills. 

  3. Organise materials efficiently

Outline content:

The module examines the basic principles of marketing, the marketing environment and marketing strategy. Indicative topics include:

  1. Approaches to Marketing 

  2. The Marketing Environment;

  3. Segmentation,

  4. Targeting and Positioning;

  5. Brand Strategy;

  6. Product features and benefits,

  7. Place and Channels,

  8. Marketing Communication

  9. Managing m arketing activities

Brief description of teaching and learning methods:

This is primarily a self-study module, comprising an online study guide with core and further readings, supported by webinars, practice application exercises, a discussion forum, and multi-media learning objects, including video.

The contact hours are a guide and the terms taught will vary depending on the start date of the cohort.

Contact hours:
  Autumn Spring Summer
Seminars 4
Work-based learning 35
Guided independent study:      
    Wider reading (independent) 20
    Wider reading (directed) 20
    Completion of formative assessment tasks 5
    Essay preparation 16
Total hours by term 0 0 100
Total hours for module 100

Summative Assessment Methods:
Method Percentage
Written assignment including essay 100

Summative assessment- Examinations:

Not applicable

Summative assessment- Coursework and in-class tests:

One 2,500 individual written assignment with a weight of 100% of the final assessment mark; submission dates according to intake schedule.

Formative assessment methods:

The module includes a series of practice applications designed to help develop deeper understanding of module concepts and frameworks by applying them to contexts/problems identified by the programme member. An online discussion forum monitored by a Henley based tutor supports these activities.

Penalties for late submission:

These are in accordance with the mode of study arrangements laid out in the Programme Specifications.

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:

Assessment requirements for a pass:

An overall mark of 50% for the individual written assignment.

Reassessment arrangements:

Reassessment by 100% assignment (capped at 50%); deadline to be advised by the Examinations Manager following the relevant Programme Examiners’ Meeting.


Additional Costs (specified where applicable):

Last updated: 25 May 2021


Things to do now