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Marketing Principles & Practice - MAN00013I

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• Department: The York Management School
• Credit value: 20 credits
• Credit level: I
• Academic year of delivery: 2023-24
  • See module specification for other years: 2022-23 2024-25

Module will run

Occurrence	Teaching period
A	Semester 1 2023-24

Module aims

This module combines both academic study and practical content. The academic element of the module is covered through a weekly lecture on marketing theories and techniques, from which students should gain an understanding of marketing principles. The practical content draws upon case studies and marketing briefs/activities to explore marketing in practice. This module aims in particular, to guide student marketers through the marketing planning process and covers a broad structured approach which relates marketing principles to practice.

Module learning outcomes

Successful completion of the module will demonstrate the students are able to:

• Understand the concepts of marketing and the principles that underpin marketing techniques
• Demonstrate an ability to evaluate and critique marketing concepts
• Analyse the marketing function of an organisation and understand how it is integral to the success of that organisation
• Demonstrate an ability to analyse the marketing environment using marketing concepts and techniques
• Understand the relevance to organisations and the stages involved in the marketing planning process and of its application

Module content

Indicative Content: marketing audit (SWOT analysis, PESTLE framework), consumer buying behaviour, marketing strategy (i.e. segmentation, targeting, positioning, branding) and (extended) marketing mix (i.e. product, place, price, promotion, processes, people, physical evidence).

Indicative assessment

Task	% of module mark
Essay/coursework	100

Special assessment rules

None

Indicative reassessment

Task	% of module mark
Essay/coursework	100

Module feedback

Students will receive initial written feedback on their formative assessment. For their summative assessment, they will receive a detailed feedback sheet with comments. Turnaround time for summative assessment is 4 weeks.

At the end of the term the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to the students.

Indicative reading

Baines, P., Rosengren, S., and Antonetti, P. (2022), Marketing, 6th Edition, Oxford University Press, Oxford, 750p.