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Marketing Essentials - MAN00032C

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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 1 2023-24

Module aims

This module offers a detailed and comprehensive introduction to the important elements involved in

the understanding of marketing philosophy, principles and practice. Key areas are integrated to

provide a strong base on which to build, to enable students to develop an understanding of the

important role that strategic decision-making in marketing plays for organisations. Specifically, there

is emphasis in this module upon:

  • allowing students to develop an appreciation of the importance of strategic development and marketing planning for the organisation

  • creating awareness of the role that marketing communication plays, highlighting opportunities and challenges involved and the range of tools available to marketers

  • gaining knowledge and awareness of strategic approaches available to marketers operating at both the national and international level in the 21 st century

  • encouraging students to think critically and creatively about issues, opportunities and dilemmas in a range of marketing contexts

Module learning outcomes

A student completing this course unit should have:

  • Critical understanding of the philosophy and practice of marketing

  • Appreciation of the importance of the external environment and its implications on marketing decisions

  • Awareness of key social and psychological influences on consumer buying choices and habits

  • Appreciation of the approaches, roles and benefits that underpin segmentation strategies

  • Understanding of the importance of marketing information systems and market research for organisations and of the key approaches and issues involved in them

  • Awareness of the elements that underpin marketing strategic development and decision-making (the marketing mix and the promotional mix)

  • Understanding of key concepts and elements involved in marketing communication, its role in changing attitudes or in engaging audiences and the channels and tools used to do so

  • Understanding marketing management frameworks and the influences, opportunities and dilemmas that organisations face in the planning process, with specific reference to marketing communication plans that enable marketing communication tactics and strategies to be realised.

Students will also be given the opportunity to practice the following skills

  • Ability to reference and acknowledge sources sufficiently and appropriately and develop academic writing skills

  • Ability to critically analyse the key micro- and macro-environmental factors affecting marketing decisions for organisation

  • Ability to obtain and organise information from a wide range of source materials

  • Ability to work in groups in an effective and productive manner

Indicative assessment

Task % of module mark
Essay/coursework 70
Groupwork 30

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 30
Essay/coursework 70

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

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

Oxford. (Please note. Previous 4th or 5th editions would also be acceptable).


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.