A work based assignment (1500 words) (100%), that examines the role of marketing in an organisation. (Learning outcomes 1&2)

Blackboard website
University Campus Library
Off-campus, on-line library resources
Academic journals
Practitioner magazines
A range of websites, including trade associations and institutions in the sales area
Access to the Internet and library resources
Presentation materials
Video facilities

The learning strategy for this module requires students to commit 150 learning hours (including assessment). This will include 12 hours of class support, delivered during two 6 hour study days. The first day will introduce the subject and explore aspects of the module content and the summative assessment. The second day will provide the opportunity to examine aspects of the subject in more depth and clarify any issues arising from the assessment brief.

In the 138 hours of independent and self directed study students are expected to engage with the learning material on the module website, undertake additional research / reading, undertake formative tasks to reinforce the learning, relate the subject to their your workplace, have contact with their Tutor / Mentor and prepare coursework assignments.

The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encouraged to integrate their work based experiences with new knowledge and skills developed in the classroom as the module progresses.

This module gives students an introduction to the principles and concepts of marketing and the main elements of the marketing mix. The focus is on the importance of organisations developing a marketing orientation for sustained competitive advantage and understanding the role of the sales function in development and implementation of this orientation.

Buyer Behaviour
- Decision making processes
- Buying situations

Key concepts of Marketing
- Marketing philosophies and the business contribution of Marketing
- The Marketing mix and the role of personal selling
- How professional selling contributes to marketing orientation, and the partnership between Sales and Marketing departments
- Segmentation, targeting and positioning
- Product and Services Marketing
- Pricing policy and the Promotional mix
- Marketing and Sales channels and intermediaries
- The nature and users of E-marketing and the New media

Jobber, D & Fahy, J (2006) Foundations of Marketing. McGraw Hill
Jobber, D (2007) Principles and Practices of Marketing, 4th edition. McGraw Hill
Brassington & Pettitt (2006) Principles of Marketing Prentice Hall