LO1 Distinction between production, sales and marketing orientation
How marketing can add value for customers
Scope and role of marketing
Difficulties of establishing a marketing orientation
Marketing variants e.g. transactional v. relationship marketing
LO2 Marketing objectives and categories e.g. sales, innovation, ethics
Stages in the marketing planning process
Marketing Audit, including environmental analysis and review of marketing activity
LO3 Marketing Mix - traditional (4p's) and extended (7p's) service mix
Product Life Cycle
New Product Development Branding
Measures of success applied to marketing including budget, sales/profit, level of customer complaints, level of brand awareness

Taught sessions: 33 hours
Reading and independent study: 117 hours

Armstrong, G., Kotler, P., Harker, M. and Brennan, R. (2009). Marketing: An introduction. 1st Edition. London: Financial Times/PrenticeHall
Dibb, S. and Simkin, L. (2008). Marketing Essentials Cengage Learning EMEA
Blythe, J. (2012). Essentials of Marketing 5th Edition London: Financial Times/ Prentice Hall
Jobber, D. and Fahy, J (2009). Foundations of Marketing. 3rd Edition New York: McGraw-Hill Higher Education

Virtual Learning Environment resources to support this module

The assessment will be an individual written assignment (3000 words) in which students analyse and apply contemporary theories and models of marketing to an identified organisation to review and make recommendations for the enhanced use of marketing within the organisation. (LO1, LO2, LO3), Weighting 100%

All learning outcomes are covered by the assessment. Students must attempt all assessments and achieve an overall pass grade for the module.

Formative feedback will be provided in a variety of forms, including written feedback on proposed titles, outline assignment plans and full drafts. Feedback may take place via full-class, group and individual tutorials.