Module Catalogue 2024/25

Pre Requisite Comment

N/A

Co Requisite Comment

N/A

Aims

This module provides students with a comprehensive introduction to marketing, current issues, its key principles, core concepts and strategic tools. The range of concepts that students will be introduced to include Marketing Communications, consumer behaviour, market research, the 7P’s of marketing, marketing strategy and marketing environments. By the end of the module, students will be fully equipped with the knowledge and skills required for further marketing modules that they may study.

The module aims to allow students to put theory into practice applying the principles of marketing to a number of mini marketing simulations and decision making activities

Outline Of Syllabus

1. What is Marketing?
2. Introduction to the Simulations
3. Branding
4. Market research
5. Buyer Behaviour
6. The Marketing Mix
7. Integrated Marketing Communications
8. Marketing Environments
9. Marketing Strategy
10. Digital Marketing

Intended Knowledge Outcomes

On completion of the module, students should be able to:

(1) identify, describe and discuss core marketing theories and apply them to marketing organisations and contemporary issues

(2) understand the principles of marketing and the role marketing plays in business and management

(3) Identify and use appropriate marketing theories and principles to make decisions within a simulated marketing environment (software)

Intended Skill Outcomes

By the end of the module students should have developed their core skills as follows:

Cognitive / Intellectual skills - through reading & research of source materials
Writing - through questions and answers on discussion boards, within multiple choice exam and simulation decision making
Interpersonal communication (via synchronous online small group teaching);
Problem solving (via exposure to simulated cases/decision making and questions)
Self Management – time management and independent study through accessing all material provided both off and online
Interaction – oral and interpersonal skills through the small group teaching and discussion boards
Application – developed market awareness through examples and cases

Teaching Rationale And Relationship

Lecture material will convey the key principles of marketing strategy and give the opportunity for further reading and researching to take place. They provide the best format for introducing new theory and presenting case studies.

The lecture materials will be a combination of the explanation of key principles and theory and illustrative case study examples drawn both from the essential text and other case study sources.

These will be supplemented by the small group teaching sessions for working on various case studies linked to the lecture materials to allow students to apply their knowledge and learning. Students are also expected to work unsupervised and present their work in these sessions/and discussion boards to the tutor.

The recommended text linked to the software provides students with the resources to supports the lecture material through such things as mini cases, online MCQ’s where students can practice and test their understanding of the lecture material.

Assessment Rationale And Relationship

The multiple choice exam in semester 1 and 2 (both 50%) are appropriate for testing knowledge and understanding of key introductory marketing principles. Using the same in-person/on campus multiple-choice exam format in both Semester 1 and 2 for the module offers several advantages. Firstly, it minimizes the possibility of students using unauthorized external support tools, particularly in an in-person setting. This format is also highly efficient for marking large cohorts, ensuring consistency and fairness in grading. Moreover, multiple-choice questions are apt for assessing a broad range of knowledge, covering essential principles in marketing. This standardized approach facilitates comparability across semesters, aiding in curriculum evaluation and adjustment. In essence, this method provides a practical, fair, and comprehensive way of evaluating student understanding in foundational marketing concepts.

In the event that an alternative assessment method for MKT1026 becomes necessary in Semester 1, which accounts for 50% of the module mark, the Module Leader, in consultation with the DPD and the University, will explore suitable online options. One potential alternative is a take-home exam administered online, with a predetermined completion time limit (24 hours or shorter, as deemed appropriate). This approach is similarly relevant for Semester 2.

The assessment methods on the module are designed to encourage students to actively engage with a variety of information sources, including lecture materials, small group teaching sessions, and guided learning activities specified within the module. These assessments are directly aligned with the module's intended learning outcomes, ensuring that the evaluations are both relevant and effective.

Regarding formative assessment:

For Semester 1, students will have the opportunity to undertake an online mock multiple-choice question (MCQ) exam through the Virtual Learning Environment (VLE) during the first seminar. This will provide valuable practice and feedback, preparing them for the summative assessment.

Similarly, for Semester 2, an online mock MCQ exam will be available on the VLE during the initial seminar. This formative assessment is aimed at familiarizing students with the exam format and aiding them in identifying areas for improvement before the final assessment.





SEMESTER ONE ONLY STUDY ABROAD: the MKT1026 module is linked to this module and these students will only do S1 assessment - not S2 as this is an S1 module, therefore they will only be assessed using the MCQ in S1

General Notes

N/A