Occurrence | Teaching period |
---|---|
A | Semester 1 2024-25 |
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.
Successful completion of the module will demonstrate the students are able to:
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).
Task | % of module mark |
---|---|
Essay/coursework | 100 |
None
Task | % of module mark |
---|---|
Essay/coursework | 100 |
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.
Baines, P., Rosengren, S., and Antonetti, P. (2022), Marketing, 6th Edition, Oxford University Press, Oxford, 750p.