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Marketing Principles and Practice - MAN00030C

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

Module will run

Occurrence Teaching period
A Semester 2 2023-24

Module aims

This module combines both academic study and practical content. The academic element of the module is covered through weekly lectures on marketing concepts and theories, from which students should gain an understanding of Key marketing principles. The practical content is integrated through discussions around real-life business case studies - that explore how marketing is implemented and experienced in different types of organisations. Overall this module aims to guide students through all stages of the marketing planning process.

Module learning outcomes

Upon the successful completion of the module the students will demonstrate an ability to:

  • Describe foundational concepts and principles of marketing.

  • Analyse the marketing function of an organisation and understand how it is integral to the success of that organisation

  • Analyse the marketing environment using relevant frameworks and its impact on marketing decision-making

  • Explain the multiple stages of the marketing planning process and apply it to different business contexts.

  • Develop self-reflective learning and professional skill-development.

Module content

Indicative Content:

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

Workshops will be used, as/if needed, to introduce and address questions about formative/summative assessments, and provide skills development opportunities, which will be assessed in the reflective statement.

Indicative assessment

Task % of module mark
Essay/coursework 90
Essay/coursework 10

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 90
Essay/coursework 10

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 5 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.


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.