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%
