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Module Descriptor: Relationship With Other Modules

This document provides information on the Marketing Principles for Business module. It is a 20 credit module code MK2003 offered at the Lancashire School of Business and Enterprise in partnership with other institutions. The module aims to introduce foundational marketing concepts. Key topics covered include the marketing mix, buyer behavior, and marketing research. Assessment consists of a 2000-word essay and 3000-word group case study. Students must achieve a minimum aggregate mark of 40% to pass.

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Александра Шилова
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37 views4 pages

Module Descriptor: Relationship With Other Modules

This document provides information on the Marketing Principles for Business module. It is a 20 credit module code MK2003 offered at the Lancashire School of Business and Enterprise in partnership with other institutions. The module aims to introduce foundational marketing concepts. Key topics covered include the marketing mix, buyer behavior, and marketing research. Assessment consists of a 2000-word essay and 3000-word group case study. Students must achieve a minimum aggregate mark of 40% to pass.

Uploaded by

Александра Шилова
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MODULE DESCRIPTOR

MODULE Marketing Principles for Business


TITLE
MODULE MK2003 (L5) CREDIT 20 credits
CODE VALUE
DATE OF January 2017 VERSION 3
APPROVAL NUMBER
SCHOOL Lancashire School of PARTNER Runshaw College
Business and INSTITUTION Burnley College
Enterprise Uclan Cyprus
Universal College Lanka

RELATIONSHIP WITH OTHER MODULES


Co-requisites None Pre- None Excluded None
requisites Combination
s

MODULE AIMS
The module aims to provide a solid introduction to marketing to lead into further more
specialist modules. It addresses key issues, but does not develop on marketing
management issues which are beyond the remit of a first module in marketing.

MODULE CONTENT

Indicative Content
Market Segmentation, Targeting and Positioning
· Buyer Behaviour
· Marketing Communication
· Marketing Research and the Marketing Information System
· Product
· Price
· Place
· Promotion
This module is deliberately a very standard marketing principles module because it is
franchised to a number of UK and international institutions. It follows a conventional
content and sequence similar to the very influential Kotler et al textbook.
The principles are mainly covered through consumer marketing with relatively little
business to business marketing
The module assumes no previous knowledge of marketing though most students will
have covered some of the content previously

INTENDED LEARNING OUTCOMES


.On successful completion of this module a student will be able to:
1. Analyse the links between marketing theory and the practice of marketing in
business
2. Explain how the marketing function operates within business organisations
3. Explain how the marketing mix can be applied to influence consumers/customers
and guide business decision making.

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ASSESSMENT METHODS

The method of assessment for this module has been designed to test all the learning outcomes.
Students must demonstrate successful achievement of these learning outcomes to pass the module.
Only summative assessment should be included.

Number of Form of % Size of Category of Learning


Assessments Assessment weighting Assessment/Duration/ assessment Outcomes
Word count (indicative being
only) assessed
1 Essay 60% 2000 words maximum Coursework 1,2,3
1 Group case 40% 3000 words Coursework 1,2,3
study

MODULE PASS REQUIREMENTS


For successful completion of this module a minimum aggregate mark of 40% must be achieved.

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APPENDIX

MODULE CODE: MK2003(L6)

MODULE TITLE: MARKETING PRINCIPLES FOR BUSINESS

LOCATION OF STUDY: UCLAN PRESTON CAMPUS AND BURNLEY


CAMPUS , UNIVERSAL COLLEGE LANKA

MODULE Huw Evans


TUTOR(S)

MODULE Semester Long Semester 1  Semester 2  Semester 3 


DELIVERY Year long Semester 1 & 2  Semester 2 & 3 
Other (please indicate pattern
of delivery)

MODULE LEARNING PLAN

LEARNING, TEACHING AND ASSESSMENT STRATEGY


Each week there will be a one hour lecture and a two hour seminar which will consist of a mix of
cases, (written and DVD based) exercises and discussions. The activity based elements will usually
be in pairs or small groups.

SCHEDULED LEARNING AND TEACHING ACTIVITY


Workshops:
During the workshops, students are introduced to a wide body of academic theory. A range of
examples are used in order to illustrate practical application of media planning and buying. The
interactive workshop environment that follows provides the opportunity to explore the theory
introduced .The sessions enable students to build their confidence in applying theoretical knowledge
and so prepare them for the workplace.

TOTAL SCHEDULED LEARNING HOURS 48

GUIDED INDEPENDENT STUDY

Directed reading:
Preparation for class:
Preparation for individual assessment:
Blackboard activity:
On-line research:
Reflection on feedback
TOTAL GUIDED INDEPENDENT STUDY HOURS 152

TOTAL STUDENT LEARNING HOURS 200

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BIBLIOGRAPHY AND LEARNING SUPPORT MATERIAL

INDICATIVE BIBLIOGRAPHY

Module text

The following book is essential reading:

Kotler P,. Armstrong G, Harris, L.C. & Piercy, N. (2013). Principles of Marketing – 6 th
European Edition, Prentice Hall, New York

It is recommended that you supplement the text with reading from the following:

Books

Antonides, G. Raaij, W. (1998). Consumer behaviour: a European perspective

Blythe, J. (2012). Essentials of Marketing. 5th Ed. Harlow, Prentice Hall.

Brassington F. and Pettitt, S. (2013). Essentials of Marketing. 3rd Ed. Harlow FT


Prentice Hall

Evans,M Ahmad,J Foxall,G (2009) Consumer Behaviour 2nd Ed Chichester Wiley


Foxall, G.R.,Goldsmith. R.E and Brown, S.2nd Ed (1998) Consumer Psychology for
Marketing. London: International Thomson.

Jobber,D and Fay,J Foundations of Marketing (2015). 2nd Ed London McGraw-Hill

Solomon,M Bamossy,G Askegaard, Hogg,MK. (2010) Consumer Behaviour: A


European Perspective 4th Ed Harlow Prentice Hall

Journals include:

International Marketing Review


European Journal of Marketing
Journal of Consumer behaviour

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