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    BUS4A4 Marketing Principles and Practice

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    BUS4A4 Marketing Principles and Practice

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    BUS4A4 Marketing Principles and Practice

    Uploaded by

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    of 4

    Module specification

    When printed this becomes an uncontrolled document. Please access the Module
    Directory for the most up to date version by clicking on the following link: Module
    directory.

    Module code BUS4A4


    Module title Marketing Principles and Practice
    Level 4
    Credit value 30
    Faculty Glyndŵr University: Faculty of Social and Life Sciences

    Bloomsbury Institute: School of Business and Accounting / School of


    Law
    Module Leader Dr Achila Amarasinghe
    HECoS Code 1000078
    Cost Code GAMG

    Programmes in which module to be offered

    Programme title Is the module core or option for this


    programme
    BA (Hons) Business Management Core
    BA (Hons) Business Management Core
    (Marketing)
    BA (Hons) Business Management Core
    (Entrepreneurship)
    BA (Hons) Business Management (Human Core
    Resource Management)

    Pre-requisites

    None

    Breakdown of module hours

    Learning and teaching hours 66 hrs

    Placement tutor support 0 hrs

    Supervised learning e.g. practical classes, workshops 0 hrs

    Project supervision (level 6 projects and dissertation


    0 hrs
    modules only)

    Total active learning and teaching hours 66 hrs

    Placement / work based learning 0 hrs


    Learning and teaching hours 66 hrs

    Guided independent study 234 hrs


    Module duration (total hours) 300 hrs

    For office use only


    Initial approval date 8 April 2022
    With effect from date June 2022
    Date and details of
    revision
    Version number 1

    Module aims

    This unit aims to introduce students to the key principles and practices of marketing. This
    module will also provide the knowledge and understanding of marketing functions within the
    internal and external marketing environments and demonstrate how the marketing concepts
    applied to address market and customer needs.

    Module Learning Outcomes - at the end of this module, students will be able to:
    1 Discuss the concepts of marketing and the principles that underpin marketing techniques.
    2 Apply marketing concepts and principles in different contextual settings.
    3 Analyse internal and external marketing environments.
    4 Apply, adapt and present a range of marketing concepts and tools to satisfy customer
    needs and business goals in various scenarios.

    Assessment

    This section outlines the type of assessment task the student will be expected to complete
    as part of the module.

    Indicative Assessment 1: Will take the form of a portfolio which will consist of an
    individual report and a poster (1,500 words equivalent).

    Indicative Assessment 2: Will take the form of a Marketing Pitch – a group presentation
    (1,500 words equivalent).

    Learning
    Assessment
    Outcomes to Type of assessment Weighting (%)
    number
    be met

    1 1, 2 Portfolio 50%
    2 3, 4 Group Project 50%
    Derogations

    None

    Learning and Teaching Strategies


    The module will be completed over one term.
    Students will undertake 2-weeks of pre-reading and online activities.
    The module is taught through weekly 2-hour lectures, 2-hour seminars and 2-hour workshops.
    Lectures provide a broad outline structure for each topic to be covered. Lectures offer a good
    way of covering a lot of information and, more importantly, of conveying ideas to many people
    at once.
    Seminars enable students to undertake directed self-study and to answer questions and solve
    problems which are set by the lecturer. Students will present their answers and solutions
    within the seminar group. Seminars enable students to explore further the topics introduced
    in the lectures.
    Workshops follow on from lectures and seminars. They are designed to enable students to
    work within a small group to perform set tasks (e.g. working on an exercise or case study).
    They reinforce proactive learning by providing opportunities for discussion and interaction.
    The seminar/workshop groups are small, thereby enabling students to develop a deep
    understanding.
    Student digital literacies are developed on this module through the use of:

    • Online libraries and databases for gaining access to full-text journal articles and eBooks.
    • Communication means provided through the VLE and learning technology applications.
    • Online group-work, for planning, developing, improving, submitting and reflecting on
    collaborative work completed as part of the module.
    • Assessment and feedback tools such as Multiple Choice Tests/Quizzes, Turnitin and the
    VLE’s Gradebook – enabling timely and detailed feedback on student work.
    • Web-based Office 365.

    Indicative Syllabus Outline

    • The role of marketing to support the achievement of organisational objectives


    • The Marketing Concept
    • The factors in the organisation’s marketing environment which impact on the marketing
    of a product or service (stakeholders, the impact of an organisation’s strengths and
    weaknesses on the marketing of a product or service,
    opportunities and threats in the marketing environment on the marketing of a product or
    service)
    • The Marketing Mix
    • Products Services & Brands
    • Marketing Information
    • Introduction to Customer Behaviour
    • New product development and the PLC
    • Marketing Planning
    • Market a product or service (approaches, resource requirements, risks, methods to
    measure marketing outcomes).

    Indicative Bibliography:

    Please note the essential reads and other indicative reading are subject to annual review
    and update.

    Essential Reads

    • Kotler, P. and Armstrong, G. (2016) Principles of marketing. Upper Saddle River.:


    Pearson.

    Other indicative reading

    • Russell, E. (2010) The fundamentals of marketing. AVA Academia, Lausanne.


    • Blythe, J. (2012). Essentials of Marketing, 5rd Edition. Prentice Hall, Harlow.
    • Masterson, R. & Pickton, D. (2010). Marketing: An introduction. Sage, London.
    • Resources available from CMI Management Direct

    Employability skills – the Glyndŵr Graduate

    Each module and programme is designed to cover core Glyndŵr Graduate Attributes with the
    aim that each Graduate will leave Glyndŵr having achieved key employability skills as part of
    their study. The following attributes will be covered within this module either through the
    content or as part of the assessment. The programme is designed to cover all attributes and
    each module may cover different areas.

    Core Attributes
    Engaged
    Enterprising
    Creative
    Ethical

    Key Attitudes
    Commitment
    Curiosity
    Confidence
    Adaptability

    Practical Skillsets
    Digital Fluency
    Organisation
    Leadership and Team working
    Critical Thinking
    Emotional Intelligence
    Communication

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