Module Descriptors
MARKETING IN PRACTICE
XXEM60074
Key Facts
Faculty of Business, Education and Law
Level 6
15 credits
Contact
Leader:
Email:
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
  • ASSIGNMENT weighted at 100%
Module Details
Module Special Admissions Requirements
Must have studied marketing at an introductory level
Module Additional Assessment Details
100% Assignment assesses all Learning Outcomes
Module Learning Strategies
The learning strategy for this module requires students to commit 150 learning hours (including assessment) of this there will be 36 hours of class support and 114 hours of independent and self directed study. Learning support material will be provided for the module.
Module Resources
Business Library
Academic journals
Internet
TV/Video
Recommended texts
Module Texts
Armstrong & Kotler (2007) Marketing: An Introduction, 8th edition, Pearson Prentice Hall ISBN 0-13-186591-9
Brassington & Pettitt (2006) Principles of Marketing, 4th edition. Pearson Prentice Hall ISBN 0273659559
Jobber D (2004) Principles and Practice of Marketing. 4th edition, McGraw Hill. ISBN 0-07-710708-X
Kotler, P. & Keller, K.L. (2006) Marketing Management. 12th edition, Pearson Prentice Hall ISBN 0-13-145757-8

Module Indicative Content
Understanding Marketing Management
- Developing the marketing plan
Capturing Marketing Insights
- Gathering information & scanning the environment
- Conducting marketing research
Connecting with customers
- Creating customer value
- Identifying market segments, targets, positioning
Shaping the marketing offering
- Setting Product Strategy
- Designing & Managing Services
- Extending the mix
Communicating Value
- Designing & Managing Integrated Marketing Communications
Delivering Customer Value
- Price
- Place/Space

The module will introduce aspects of global/ international marketing, ethics and corporate social responsibility throughout.