Postgraduate

Modules

Modules

NBS8526 : Principles of Marketing

Semesters
Semester 1 Credit Value: 20
ECTS Credits: 10.0

Aims

• To evaluate and assess critically, the principles in marketing and core marketing theory.
• To interpret marketing knowledge and analysis to critically evaluate current and formulate appropriate future marketing strategies, and produce coherent recommendations to achieve an organisation's strategic goals.
• To enhance students' skills to effectively communicate the results of their strategic market analysis and to provide evidence based recommendations to a client.
• To enhance students’ ability to work effectively, with flexibility and sensitivity, in multi-cultural teams.

Outline Of Syllabus

Introduction to the Module and "What is Marketing"
Marketing Strategy
Marketing Environment
Market Segmentation, Targeting and Positioning.
Product and Brand Management including New Product Development
Services marketing
Pricing
Marketing Communications
Distribution
Direct and digital marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials361:0036:00N/A
Guided Independent StudyAssessment preparation and completion130:0030:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching91:009:00N/A
Structured Guided LearningStructured research and reading activities181:0018:00N/A
Scheduled Learning And Teaching ActivitiesDrop-in/surgery91:009:00N/A
Guided Independent StudyIndependent study198:0098:00N/A
Total200:00
Teaching Rationale And Relationship

Lectures convey the key principles of marketing and core marketing theory. Seminars allow for discussion of case studies and examples. Drop in sessions allow for dealing with any specific questions of students / in-depth support.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Research paper1A502000 word individual report on market environment for client
Computer assessment1A50In class multiple choice test
Formative Assessments
Description Semester When Set Comment
Prob solv exercises1MN/A
Assessment Rationale And Relationship

The exam assesses understanding of knowledge relating to the principles of marketing and core marketing theory. The written report and oral presentation allows students to interpret marketing knowledge and analysis to critically evaluate current and formulate appropriate future marketing strategies, producing coherent recommendations to achieve an organisation's strategic goals. It enhances students' skills to effectively communicate the results of their strategic market analysis and to provide evidence based recommendations to a client. By being group based, it develops students’ ability to work effectively, with flexibility and sensitivity, in multi-cultural teams.

Reading Lists

Timetable