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Marketing Principles and Practices

This 20-credit module, delivered over 12 weeks, provides an introduction to marketing principles and practices. The module aims to clarify the definition of marketing and discuss key concepts like segmentation, branding, and the marketing mix. Students will explore topics such as the evolution of marketing, ethical issues, and applications in different sectors. Assessment consists of online discussion activities, a mid-module assignment, journal entries, and an end of module project.

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112 views

Marketing Principles and Practices

This 20-credit module, delivered over 12 weeks, provides an introduction to marketing principles and practices. The module aims to clarify the definition of marketing and discuss key concepts like segmentation, branding, and the marketing mix. Students will explore topics such as the evolution of marketing, ethical issues, and applications in different sectors. Assessment consists of online discussion activities, a mid-module assignment, journal entries, and an end of module project.

Uploaded by

rahulxtc
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Module title: Marketing Principles and Practices

Module code: MKTPP/MBAMKTPP NQF level: Level 7

Credit value: 20 credits Study duration: 12 weeks

Module description
Marketing is a very broad, and often misunderstood, discipline. This course aims to clarify what marketing is, and is not.
As the title suggests we will look at some of the key principles that underlie marketing (concepts, frameworks, terminology etc.)
and will consider how these principles influence the decisions that marketers take in practice.
The module can only scratch the surface of the subject of marketing but hopefully it will whet your appetite to learn more and
also give you sufficient knowledge and confidence to discuss marketing in the work environment even if you are not a marketing
specialist.

Aims
 Discuss the meaning of the term ‘marketing’ and how the concept of marketing has emerged
 Review how marketing differs between consumer and business buying situations
 Use the framework of the extended ‘marketing mix’ to consider key decisions that marketers must make
 Discuss other key concepts which marketers need to understand e.g. segmentation, relationship management and
branding
 Consider the role of marketing in situations where ‘profit’ is not necessarily the dominant driver of activity e.g. in not-for-
profit organisations and in the context of corporate social responsibility

Learning outcomes
 Demonstrate an understanding of key principles, perspectives, theories and concepts that inform the understanding of
marketing
 Analyse the historical emergence of marketing, and locate marketing within a wider social, economic and political
context
 Critically evaluate the role of marketing in contemporary society
 Analyse the role of ethics in customer relationship marketing

Units covered
1) What is marketing? The marketing environment
2) Segmentation, targeting and positioning
3) The marketing mix: ‘Product’ decisions
4) The marketing mix: ‘Price’ decisions
5) The marketing mix: ‘Promotion’ decisions
6) The marketing mix: ‘Place’ decisions
7) Customer Relationship Management
8) Branding
9) Not-for-profit marketing, sustainability and ethics in marketing
10) Services marketing
11) Consumer behaviour and business buying behaviour
12) Marketing planning and module summary

Learning and teaching methods


The learning and teaching methods for the module follow the online delivery strategy for the programme as a whole. The
module will be delivered by reading materials available on the learning platform supported by pre-recorded lecturecasts,
synchronous Question and Answer (Q&A) sessions and directed independent study. Students will be encouraged to identify and
share relevant resources and are expected to extend and enhance the knowledge and understanding they acquire by regularly
consulting on-line library materials relating to the course. Tutor support will be available to students via online office hours, pre-
arranged telephone and/or Skype calls and email communication.

Assessment
Description of unit of assessment Length / Duration Submission Date Weighting

4 Assessed Discussion Activities Two weeks Weeks 2, 4, 8 and 10 20%

Mid-module assignment 2,500 words Mid Module 35%

Journal Entries 200 – 300 words each Weeks 2, 4, 6, 8, and 10 10%

End of module project 2,500 words End of Module 35%

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