MARK1295:
Fundamentals
of Marketing
(FOM)
Wk02: Introductions to the module
and the Module Leader
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This session will include …
• The aims of the course • Details of the core module textbook
• How the course is taught • You should buy this textbook
• You can probably get it second hand on
• and more to the point, learned!
Amazon, eBay, or other online sources
• How the course is assessed … if you’re quick!
• … and what happens if you fail • Things to do for this week
• Some interesting advertising for • Please direct any queries relating to
you to look at this module (or its teaching,
• Who the Module Leader is assessment etc) to your tutorial
leader, not the Module Leader!
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Welcome to the module!
• “Today’s successful companies have one thing in common. Like
Nike, their success comes from strong customer focus and heavy
commitment to marketing.”
• Kotler et al 2005
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Aims of the module
• To provide an exciting and rewarding journey into the basic principles of
marketing
• To form a cornerstone for your marketing knowledge throughout your degree
• To introduce you to ways in which marketing can be used in multicultural
societies by companies operating globally, nationally, or locally
• To consider the structure and complexities of markets, competition, and
other stakeholders, the importance of environmental and ethical factors,
and how organisations can gain this understanding.
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Teaching and learning activities
• Lectures • Student Directed Learning
• 90 mins • This means visiting the (physical or
• Overview of topic areas virtual) library - and reading stuff!
• Directed reading
• Tutorials
• 90 mins
• Formal & informal
• FULL participation expected/required
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Teaching and learning materials
• The following are available on • Assignments will appear at
Moodle now: appropriate dates
• Course handbook • Assignment 1 (a group presentation)
• Weekly files containing the lecture is available now
slides and tutorial activity details for • This will be discussed in next week’s
that week tutorials
• Look at it, but please hold off on the
questions until then!
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Assessment
First sit Deadline or period Weighting Max Marking Learning
assessments (out of 100) length type outcomes
In-tutorial During the weekly 30% of the 10-15 Numerical 01, 02
group tutorials. You need to overall minutes (40% pass
presentations submit the PPT on module mark)
Moodle grade
Deadline: Friday, 11
April, 2025
Individual Friday, 11 April, 2025 70% of the 2,000 Numerical 03, 04
written overall words (40% pass
report module mark)
grade
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The core module textbook
• Baines et al, (2021)
• Baines, P, Whitehouse, S, Antonetti, P. & Rosengren, S,
2021. Fundamentals of Marketing. 2nd ed. Oxford: Oxford
University Press
• ISBN 978-0-19-882925-6
• If you buy any other book than this one …
• DO NOT come to me (or your other tutors) asking which
chapter to read!
• If you choose the book, you choose the chapter!
• Nearly all the lecture slides are heavily based on this book.
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Other useful/recommended texts
• Dibb, S; Simkin, L; Pride, W; and Ferrell, O 2023. Marketing Concepts
and Strategies. 9th ed. Andover: Cengage ISBN: 978-1-4737-6027-1
• Blythe and Martin (2019); “Essentials of Marketing”; Seventh edition,
Pearson Education. ISBN: 978-1-2922-4410-5
• Kotler et al (2017); “Principles of Marketing”; 7th European Edition,
Pearson Education. ISBN: 978-1-2920-9289-8
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Things to do next
• Background reading
• Download the course materials from Moodle
• Do this today!
• Look up the following terms and read about them online/in textbooks
• These will be the foundations of any marketing work you will do, at University or
in work as a marketer
• SWOT analysis
• PESTEL analysis (This may also be referred to as an “Environmental Analysis”)
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Things to do next
General preparation
• For this course
• Flick through the course handbook
• Make sure you understand about the Course:
• Content
• Assessment
• Procedures and Processes
• For your own sanity
• Go on to Banner and Moodle
• Familiarise yourself with these systems
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Is this a good advert?
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This session looked at ….
• The tutors on this course
• The aims of the course
• The course structure in terms of
• Teaching/learning
• Assessment
• The module handbook
• What you need to do next
• Familiarise yourself with Moodle
• Find, download, and read this module’s handbook
• Look up “SWOT” and “PESTEL” in marketing textbooks and/or online sources.
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