MKT10720 Marketing: An Introduction

Academic Year 2021/2022

The module ‘Marketing: An Introduction’, focuses on the role of marketing and its importance in today’s organisations and society. This class will serve as an introduction to the principles, concepts and theories of marketing, and how they are applied in everyday life. The course will include topics such as environmental analysis, industry and competitor analysis, integrated marketing strategies and marketing mix components such as pricing, distribution, product, brand and service development and promotion - including both traditional and digital marketing communication. Students will be given an insight into marketing as a profession, what types of skills marketers need as well as the role that marketing plays within businesses today.

With the rise of the more conscious consumer and belief-led buyers, organisations cannot ignore sustainability. In this age of authenticity and transparency, brand and marketers are now expected to convey understanding and concern on matters such as climate change, carbon foot prints and employee welfare. Together, using a blend of academic research, and practical case studies we will explore inspirational sustainable marketing initiatives from around the world, and learn how to embrace a ‘profit-with-purpose’ approach to marketing.

Finally, as organisations need to create a balanced, coordinated marketing mix, the course will give students an understanding of how to build integrated marketing strategies, combining qualitative and quantitative analysis to gain an understanding and reveal insights into the internal and external environment.

To achieve this, the course uses a combination of lectures, class discussion, case studies, assignments and exams.

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Curricular information is subject to change

Learning Outcomes:

KEY LEARNING OUTCOMES:

On completing this module students will be expected to be able to:
1. Understand role & importance of marketing in business practice; being consumer centric
2. Appraise and evaluate market conditions and customer/consumer needs when forming integrated marketing strategies
3. Have a basic understanding of branding, customer centricity, segmentation, pricing and go to market strategies
4. Understand how to use sustainability as a source of brand loyalty and competitive advantage
5. Use examples from current events and real-world marketing situations to apply, illustrate and discuss different marketing strategies

Indicative Module Content:

▪ Course Overview and introduction to Marketing
▪ Role of marketing in the organization
▪ Marketing Planning
▪ Marketing Landscape
▪ Marketing Intelligence
▪ Product Innovation and NPD (new product development)
▪ Marketing Sustainability, Profit with Purpose
▪ Climate change and the carbon challenge
▪ The Marketing Mix

Student Effort Hours: 
Student Effort Type Hours
Autonomous Student Learning

101
Lectures

24
Total

125
Approaches to Teaching and Learning:
MODULE FORMAT

A 12-week module, designed and delivered by a lecturer with 25years+ industry experience in a wide range of sectors, working on a diverse range of International and National brands. Module comprises weekly lectures, guest speaker slots, class discussion, case studies, with assessment via group and individual assignments.
This module will take place face to face with supporting documentation available online through Brightspace’s virtual classroom. Each week’s content will be delivered to you through a mix of lectures, in-class discussions, live case-studies, and student presentations. For the majority of classes, Power Point slides will be used to deliver theory, which will be uploaded to Brightspace after the lecture. There is no required textbook for this module. Below, you can find a list of some additional resources for students who want to seek further information. Please note that supplementary/additional materials are optional and do not compensate for the class learnings. Students will only be assessed on what is discussed & presented in class, not based on the supplementary/additional resources. Therefore, note-taking is important for students to succeed in this module.
 
Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Incompatibles:
MKT20020 - Marketing: Firms, Customers &


 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: The second major part of assessment will be a marketing project that students will complete in pairs. Full details of this project, will be given in Week 10 of the module. Week 10 n/a Graded No

65
Group Project: The first component of assessment will be a group project in which you will be asked to create a case study, full details will be given in during 4th week of the module.
Group project represents 35%		 Week 5 n/a Graded No

35

Carry forward of passed components
No
 
Resit In Terminal Exam
Autumn Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.