Module Descriptors
THE BUSINESS ENVIRONMENT AND MARKETING RESPONSES
XXSE50081
Key Facts
Faculty of Business, Education and Law
Level 5
30 credits
Hours of Study
Scheduled Learning and Teaching Activities: 72
Independent Study Hours: 228
Total Learning Hours: 300
Assessment
- EXAMINATION - UNSEEN IN EXAMINATION CONDITIONS weighted at 50%
- ASSIGNMENT weighted at 50%
- ASSIGNMENT weighted at 50%
- ASSIGNMENT - SECOND ASSIGNMENT weighted at 50%
Module Details
Module Indicative Content
This module will introduce students to macroeconomic analysis to offer an appreciation of the economic business environment in domestic and international markets together with an appreciation of how businesses respond to opportunities and threats emerging from this environment by application of marketing principles and concepts. Students will develop their understanding and ability to apply maths and statistics in both economic and marketing contexts.
Macroeconomics:
- Introductory concepts
- Aggregate demand; circular flow of income
- Fiscal Policy
- Monetary Policy
- International trade
- Protectionism/Free trade
- Europe and the euro
Marketing management principles and concepts:
- Gathering marketing and environmental data
- Identifying segments, targets, positioning
- Creating customer value
- Developing the marketing mix/offering (Product, services)
- Delivering customer value (price and place)
- Communicating the offering (integrated communications)
Supporting statistics:
- Multiplier equations, basic AD equations
- Use of data, including market share and trend analysis
- Indexes (e.g. CPI)
- GDP deflator (real and nominal values)
- Official statistics - exercises and presentation of these statistics
- Exchange rate questions
- Absolute and comparative advantage with maths
- Confidence Intervals
Macroeconomics:
- Introductory concepts
- Aggregate demand; circular flow of income
- Fiscal Policy
- Monetary Policy
- International trade
- Protectionism/Free trade
- Europe and the euro
Marketing management principles and concepts:
- Gathering marketing and environmental data
- Identifying segments, targets, positioning
- Creating customer value
- Developing the marketing mix/offering (Product, services)
- Delivering customer value (price and place)
- Communicating the offering (integrated communications)
Supporting statistics:
- Multiplier equations, basic AD equations
- Use of data, including market share and trend analysis
- Indexes (e.g. CPI)
- GDP deflator (real and nominal values)
- Official statistics - exercises and presentation of these statistics
- Exchange rate questions
- Absolute and comparative advantage with maths
- Confidence Intervals
Module Learning Strategies
The learning strategy for the module requires students to commit 300 learning hours (including assessment). There will be 72 hours of class support and 228 hours of independent and self directed study.
Students will engage with:
- a mix of lectures/ tutorials/ large and small group activities, plus self directed learning. Learning support material will be provided for independent /self directed learning.
- participation in group activities, involving peer assessment
- research
- Formative assessment some of which will involve working in groups
- Workshops
- Poster design
- Technology supported activities (e.g. wiki contribution)
(Part time delivery may differ, due to work related experience)
Students will engage with:
- a mix of lectures/ tutorials/ large and small group activities, plus self directed learning. Learning support material will be provided for independent /self directed learning.
- participation in group activities, involving peer assessment
- research
- Formative assessment some of which will involve working in groups
- Workshops
- Poster design
- Technology supported activities (e.g. wiki contribution)
(Part time delivery may differ, due to work related experience)
Module Resources
A range of resources, including, University library and IT facilities, the Internet, journals and databases
Module Texts
Brassington & Pettitt (2006) Principles of Marketing, 4th edition. Pearson Prentice Hall ISBN 0273659559
Jobber D (2007) Principles and Practice of Marketing. 5th edition, McGraw Hill. ISBN 0077114159
Kotler, P. & Keller, K.L. (2009) Marketing Management. 13th edition, Pearson Prentice Hall ISBN 0136009980
Sloman, J. and Wride, A. (2010) Economics 7th edition. Financial Times Prentice Hall
Taylor, S. (2005) Business Statistics 2nd edition. Palgrave Macmillan.
Jobber D (2007) Principles and Practice of Marketing. 5th edition, McGraw Hill. ISBN 0077114159
Kotler, P. & Keller, K.L. (2009) Marketing Management. 13th edition, Pearson Prentice Hall ISBN 0136009980
Sloman, J. and Wride, A. (2010) Economics 7th edition. Financial Times Prentice Hall
Taylor, S. (2005) Business Statistics 2nd edition. Palgrave Macmillan.
Module Additional Assessment Details
An exam or assignment to demonstrate Learning Outcomes 1, 2 and 4 (weighted at 50%)
An individual assignment to demonstrate Learning Outcomes 3 & 4 (weighted at 50%)
An individual assignment to demonstrate Learning Outcomes 3 & 4 (weighted at 50%)