BML 104 Introduction to Marketing Module code Title Programme Level Credits ECTS* Contact time Acceptable for Excluded combinations Core/Optional Module Co-ordinator Description
BML104 Introduction to Marketing Business School 4 15
Business School BA (Hons) undergraduate degree routes Graham Bailey
This introductory marketing module explores the role of marketing in the modern business environment and familiarises students with the core tools and concepts of marketing. The module provides a foundation for later marketing based modules which students might undertake either as a core or optional Level 5 and 6 modules. Outline Syllabus & Teaching & Learning Methods Through a range of lectures, workshops and individual presentations, key areas in the module will include: § § § § § § §
Definitions and purpose of marketing Role and types of marketing research The marketing internal and external environments Consumer and Business-to-Business (B2B) buyer behaviour Segmentation, targeting and positioning (STP) The marketing mix Presenting clear and structured marketing plans for product launch
Intended Learning Outcomes On successful completion of this module students will be able to: § Define the role of marketing in organisations, referring to the marketing concept and market orientation. § Appreciate the importance of marketing research to decision making § Conduct an internal audit/environmental analysis § Segment, target and position products and services § Apply the marketing mix to a business scenario § Conduct desk research on organisations that practice
How assessed**
marketing § Develop a range of employability skills linked to a product launch, such as presentation, team working and time management skills Assessment Scheme
Weighting %
Formative
0%
Workshops will focus on developing the students’ capability to research a specific role within a product launch, present those findings to their group and refine that for the final product launch. Assessment Scheme
Weighting %
Summative: Small groups (3-4) students will present an element of the 30% product launch each week, with feedback being provided by tutors Assessment criteria: • • •
Evidence of research into the assigned role Application of marketing research within the product area Evidence ability to present data in a business format
A final presentation of the product launch in front of a panel, 50% involving all members of the workshop group (maximum 20) Assessment criteria: • Evidence of group work in a clear presentation of the product launch • Evidence of application of marketing concepts to a business scenario • Evidence of selection of appropriate segmentation tools and application to specific markets Self and Peer assessment based on perception of the individual’s contribution to the final product launch Assessment criteria: •
Ability to communicate information in a clear and concise manner
20%
Indicative Reading Lists/Key Texts/Websites/other resources Core text Jobber, D. and Ellis-Chadwick, F. (2012) Principles & Practice of Marketing, 7th Edition. McGraw Hill Brassington, F. and Pettitt, S. (2006), Principles of Marketing, 4th Edition. Harlow: FT Prentice Hall Palmer, A. (2009) Introduction to Marketing: Theory and Practice, 2nd Edition. Oxford: University Oxford Press Kotler, P and Armstrong, G. (2009), Principles of Marketing, 13th European Edition. Harlow:FT Prentice Hall Journals Journal of Marketing Management Marketing Week (UK) - Centaur Communications, London (available from Business Source Elite) Marketing (UK) - Haymarket Business Publications Ltd, London (available from Business Source Elite) International Journal of Nonprofit & Voluntary Sector Marketing Other Business Source Elite (for company profiles and publications, available via Portia). Online Comprehensive supplementary text, case studies & video on Moodle Mashable Brandchannel Marketingteacher.com Cim.co.uk Businessballs.com Ft.com Video Digby Jones - New Troubleshooter