Module Catalogue 2024/25

Pre Requisite Comment

N/A

Co Requisite Comment

N/A

Aims

Marketing is a key factor in business success. On a daily basis we are exposed to a plethora of marketing messages and actively engage in the marketplace and/or marketspace. Often our purchasing decisions are heavily influenced by organisational marketing efforts. We 'display' our favourite brands through the clothes we wear, the cars we drive and the football teams we support. Marketing is everywhere! It is an inescapable feature of our contemporary world. The focus of the module is on the theory and practice of marketing. The module will provide students with insights into the issues and tasks that marketing managers face in complex and dynamic marketplaces (and marketspaces) and the concepts and theories that can be used to inform marketing decision making and understand consumer behaviours.

This module has been mapped against:
• Chartered Institute of Marketing (CIM) Level 4 Marketing Module learning outcomes numbers 1-6 (out of 6),
• CIM Level 4 Customer Experience module learning outcomes relating to numbers 2, 4, 5 (out of 6)
• Association for Nutrition (AfN) core competencies:
- CC3d       Religious and cultural beliefs and practices that impact on food, nutrition and health
- CC3e       Consideration of financial/social and environmental circumstances on diet and nutritional intake

Outline Of Syllabus

Indicative content:

Introduction to Marketing (Semester 1)
- Development of Marketing thought and the process of exchange
- Analysis of Marketing Environments
- Marketing Information
- Consumer driven marketing strategy
- Segmentation, targeting and positioning
- Introduction to the Marketing Mix
- Innovation and new product development
- Pricing Decisions
- Marketing Communications
- Marketing channels and retailing
- Digital marketing
- Branding

Introduction to Consumer Behaviour (Semester 2)
- Needs, habits, motivation and values
- Learning, attitudes and preferences
- Exposure, attention and perception
- Emotions
- Information processing and heuristics
- Involvement
- Identity, groups, subculture and culture
- Consumer decision-making processes and theories.

Intended Knowledge Outcomes

On completion of the module students should be able to:
- understand the nature, scope and role of marketing in organisations;
- Identify and discuss the key concepts and theories that influence consumer behaviour
- Identify factors and trends in the marketing environment and how they affect marketing planning
- Identify options for gathering relevant marketing information
- Identify, apply and adapt the marketing mix to satisfy target markets

Intended Skill Outcomes

By the end of the module students should have developed their core skills as follows:
- Interpersonal communication (via class discussions);
- Problem solving (via exposure to simulated and real world problems);
- Planning and organisation(via preparation for multiple choice exam);
- Critical analysis of theory (via challenging multiple choice questions based not only on theory but also on case studies covered in the module)

Teaching Rationale And Relationship

Lectures convey the key principles of marketing and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting illustrative case studies and stimulating, where appropriate, in-class discussion.

Students will be directed to a range of on-line materials are available for students to practice and consolidate their learning

Assessment Rationale And Relationship

Use of multiple choice exams encourages students to demonstrate their understanding of the subject area without recourse to notes or books. By making all questions compulsory students are forced to confront all aspects of the course material. Multiple choice exams are appropriate for testing a wide understanding of introductory level theory.

The arrangement for study abroad students who are required to depart prior to the semester 1 assessment period is that they will be set a 1500 word essay instead of the end of semester 1 MCQ test.

In class formative assessment will allow for students understanding of the core marketing theory concepts to be through working in groups to apply these to a case study. Use of a presentation format will allow for real time feedback and direction to areas for further study.

General Notes

Original Handbook text:

Both recommended texts are supported through online resources


Costings:

Student demonstrator to help with seminars: 12 hours at higher rate