The learning strategy for the part-time on campus and corporate module requires students to commit 150 learning hours (including assessment), of which 36 hours will be class support and 114 hours will be independent and self-directed study.

There will be a mixture of activities including conventional lectures, case studies, videos, in-class group discussions, individual and group problem solving outside class, directed reading and problem solving outside class and self-directed learning.

Learning Outcomes 1,2,3, 4.
1 hour Class Test (One third of the weighting).
Learning Outcomes ,5,6,7,8.
An individual assignment of 2000 words, which synthesizes and critically evaluates current theory and its practical application to a marketing problem or issue (two thirds of the weighting).

Pass criteria

The student should demonstrate a good understanding of subject knowledge and understanding of appropriate concepts and contemporary issues. These issues are highlighted, analysed and evaluated and focus of the question is clearly understood. The structure is appropriate and demonstrates elements of critical thinking. Evidence of research ability and an appropriate standard of presentation for masters level reporting.

In order to pass a module, students need to attain at least a minimum of 30% in all elements of assessment.

Distinction criteria

Provides evidence of extensive subject knowledge and understanding of appropriate, contemporary issues. These issues are addressed and focus of the question is clearly understood. Ability to present competing perspectives to support points being made is apparent. The structure is clear and the subject matter is communicated articulately and coherently. The student will demonstrate an ability to deploy relevant theory, concepts, knowledge and, where necessary, mastery of appropriate skills. Key concepts are presented confidently. Evidence of a wide range of research material and high level of presentation showing style and standard of referencing expected at masters level.

Essential:
1. Kotler, P and Keller , K.L. (2006), Marketing Management (12th edition), Pearsons Prentice Hall. ISBN: 0-13-145757-8
2. SLOMAN, J. & SUTCLIFFE. (1998), Economics for Business. Prentice-Hall, London. ISBN 0-13-085342-9

Supplementary:
BEGG, D, et al. (2001), Foundations of Economics. McGraw-Hill, Maidenhead. ISBN 0-07-709754-8
JOBBER, D. (2001). Principles and Practice of Marketing, McGraw Hill. ISBN: 0-07-709613-3
KOTLER, P. (2001). Marketing Management, Prentice Hall. ISBN: 0-13-018525

Library resources
Module Handbook
Recommended Texts and journals
Internet and e-mail
Website links
Case studies
PC with office software
Videos

This module will explore the effects of the external business environment on the performance and function of organisations with a particular emphasis on marketing. It aims to introduce a broad range of marketing concepts and provide a theoretical framework of marketing management. This module will provide the foundation for further study in subsequent marketing modules. It will include the following topics:
Overview and Introduction: the significance of the economic performance to the customer, operations and profitability of organisations. Market forces and the optimum allocation of resources.
Market structure: this will analyse the structure, conduct and performance of markets. There will be emphasis on the relationship between competition, firm's behavior, and the role of the market.
Prices and costs: this will assess organisational efficiency and relate this to prices in markets. The role of price elasticity is stressed in forecasting demand and delivering supply in complex market situations.
The importance of international trade, exchange rates to the firm.
The application of the marketing concept to a variety of business organisations.
Changing environmental influences on marketing management.
Buyer behaviour, market segmentation, targeting and positioning and impact on innovation
Marketing research and use of market information for marketing decision-making.
Marketing mix - analysis of the mix elements, including new product development
Marketing Planning and Strategy.