Module Descriptors
MARKETING CONCEPTS
XXXX46948
Key Facts
Faculty of Business, Education and Law
Level 4
20 credits
Hours of Study
Scheduled Learning and Teaching Activities: 48
Independent Study Hours: 112
Total Learning Hours: 160
Assessment
- CLASS-TEST weighted at 50%
- EXAMINATION - UNSEEN IN EXAMINATION CONDITIONS weighted at 50%
Module Details
Module Indicative Content
Marketing is a vibrant and challenging activity and it affects everyone as we are all consumers. Most businesses depend on marketing to provide an understanding of the marketplace and to ensure their products and services satisfy the needs of customers and that they are competing effectively.
Semester 1 (weeks 1-12): The module aims to develop a basic appreciation of marketing as both a philosophy and a function. The basic concepts of marketing will be introduced - marketing concepts, marketing environment, buyer behaviour, market segmentation, targeting and positioning and the marketing mix. The module will raise awareness of how marketing concepts apply in different business settings.
Semester 2 (week 13-24): The module will introduce the concept of marketing management and its functions. Students will be introduced to the marketing research and an in-depth coverage of managing the marketing mix elements. Contemporary development will be introduced accordingly.
Semester 1 (weeks 1-12): The module aims to develop a basic appreciation of marketing as both a philosophy and a function. The basic concepts of marketing will be introduced - marketing concepts, marketing environment, buyer behaviour, market segmentation, targeting and positioning and the marketing mix. The module will raise awareness of how marketing concepts apply in different business settings.
Semester 2 (week 13-24): The module will introduce the concept of marketing management and its functions. Students will be introduced to the marketing research and an in-depth coverage of managing the marketing mix elements. Contemporary development will be introduced accordingly.
Module Assessment
A CLASS-TEST length 1 HOUR(S) weighted at 50%.
A EXAMINATION - UNSEEN IN EXAMINATION CONDITIONS length 1.5 HOUR(S) weighted at 50%.
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A EXAMINATION - UNSEEN IN EXAMINATION CONDITIONS length 1.5 HOUR(S) weighted at 50%.
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Module Additional Assessment Details
Two assessments, each weighted 50%
Semester 1: 1-hour Class Test (Tests All Semester 1 Learning Outcomes)
Semester 2: 1.5 hour Examination (Tests All Semester 2 Learning Outcomes)
Pass Criteria:
Student should demonstrate a basic understanding and application of subject knowledge and appropriate concepts, and the marketing mix elements.
Higher Grade:
Student clearly demonstrates an excellent understanding and application of subject knowledge, appropriate concepts and the marketing mix elements; and the ability to apply these to specific situations. Student also need to present subject matter coherently.
Semester 1: 1-hour Class Test (Tests All Semester 1 Learning Outcomes)
Semester 2: 1.5 hour Examination (Tests All Semester 2 Learning Outcomes)
Pass Criteria:
Student should demonstrate a basic understanding and application of subject knowledge and appropriate concepts, and the marketing mix elements.
Higher Grade:
Student clearly demonstrates an excellent understanding and application of subject knowledge, appropriate concepts and the marketing mix elements; and the ability to apply these to specific situations. Student also need to present subject matter coherently.
Module Learning Outcome
Semester 1
- Be able to explain the basic concepts of marketing and apply them in alternative business settings as well as explain the differences between marketing as a philosophy and as a functional approach.
- Be able to recognise and describe the marketing environment.
- Be able to explain and describe a basic understanding of consumer behaviour, market segmentation, targeting and positioning and the marketing mix.
Semester 2
- Be able to recognize the importance of marketing research and describe the marketing research process.
- Be able to explain and analyse the interactive and iterative nature of the marketing mix and the marketing mix decisions by applying all of the above concepts accordingly.
- Be able to explain the basic concepts of marketing and apply them in alternative business settings as well as explain the differences between marketing as a philosophy and as a functional approach.
- Be able to recognise and describe the marketing environment.
- Be able to explain and describe a basic understanding of consumer behaviour, market segmentation, targeting and positioning and the marketing mix.
Semester 2
- Be able to recognize the importance of marketing research and describe the marketing research process.
- Be able to explain and analyse the interactive and iterative nature of the marketing mix and the marketing mix decisions by applying all of the above concepts accordingly.
Module Texts
Essential Text - Kotler, Armstrong, Saunders and Wong, Principles of Marketing, European edition (2001), Prentice Hall UK. ISBN: 0-27364662-1
Brassington and Pettitt, Principles of Marketing (2000), Prentice Hall, UK. 0-273-64444-0
Dibb, Simkin, Pride and Ferrel, Marketing: Concepts and Strategies (2001), Houghton Mifflin. ISBN:0-395-96244-7
Jobber, Principles and Practice of Marketing (2001), McGraw-Hill, UK. ISBN: 0-07-709613-4
Brassington and Pettitt, Principles of Marketing (2000), Prentice Hall, UK. 0-273-64444-0
Dibb, Simkin, Pride and Ferrel, Marketing: Concepts and Strategies (2001), Houghton Mifflin. ISBN:0-395-96244-7
Jobber, Principles and Practice of Marketing (2001), McGraw-Hill, UK. ISBN: 0-07-709613-4
Module Resources
- Recommended Text
- Computer access and access to University's networked computers
- Marketing and Business Journals
- Library Resources
- Computer access and access to University's networked computers
- Marketing and Business Journals
- Library Resources
Module Learning Strategies
Contact time - 24 hours of lectures and 24 hours of tutorials (student-centred seminars).
Plus a total of 112 hours for Independent learning (56 hours per semester).
Lectures will be supported by class exercises and by case study discussions in tutorials
Independent learning time - where appropriate, use of computer-based and/or distributed learning materials as directed by tutor and directed reading of the set text, exercises and case study preparation and directed research.
Plus a total of 112 hours for Independent learning (56 hours per semester).
Lectures will be supported by class exercises and by case study discussions in tutorials
Independent learning time - where appropriate, use of computer-based and/or distributed learning materials as directed by tutor and directed reading of the set text, exercises and case study preparation and directed research.