- Department: The York Management School
- Credit value: 20 credits
- Credit level: C
- Academic year of delivery: 2024-25
- See module specification for other years: 2023-24
Occurrence | Teaching period |
---|---|
A | Semester 2 2024-25 |
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.
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.
Indicative Content:
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.
Task | % of module mark |
---|---|
Essay/coursework | 80 |
Essay/coursework | 20 |
None
Task | % of module mark |
---|---|
Essay/coursework | 80 |
Essay/coursework | 20 |
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.
Baines, P., Rosengren, S., and Antonetti, P. (2022), Marketing, 6th Edition, Oxford University Press, Oxford, 750p.