Fundamentals of Marketing
| Module title | Fundamentals of Marketing |
|---|---|
| Module code | BEM1019 |
| Academic year | 2024/5 |
| Credits | 15 |
| Module staff | Dr Alby Kurian (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 500 |
|---|
Module description
Everyone comes into this course with some knowledge concerning marketing because, as consumers, you are continuously exposed to marketing practices such as advertising and personal selling. However, additional knowledge is needed in order to understand how businesses, non-profit organizations, and governmental institutions utilize marketing to achieve their objectives.
This module is designed to introduce you to a marketing process. You will learn about the basic concepts, practices, and analytical methods of marketing and study how successful organizations conduct marketing strategy to build sustainable competitive advantage over their competitors.
Module aims - intentions of the module
The aim of this module is to provide a basic introduction to the marketing environment, the marketing mix, marketing management, and the role of marketing in a global society. This course provides a consumer-oriented perspective that extends beyond traditional economically based marketing knowledge in order to help understand the roles of socio-cultural and psychological forces in the planning of marketing strategies.
The course content is structured around real-world examples and discussions, enabling the development of critical analysis and problem-solving skills. We will draw from the work of international marketing scholars and look at marketing and consumption in the context of globalization. A key consideration to marketing and consumption practices is also the notion of sustainability. In this course, we will consider the ethics surrounding marketing practices and its relationship to sustainable environments. Finally, this module helps understand how organisations use data and what this means in different aspects of companies, (such as advertising, supply chain, and budgets) and how this relates to specific job titles.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Demonstrate an understanding of marketing not just as a management practice but also as highly influential and intersecting with political, economic, technological and societal issues.
- 2. Explain and apply core marketing principles and behavioural theories and recognize their role and importance in marketing decision-making.
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Critically evaluate the models, theories and concepts commonly used in exploring and understanding marketing practice.
- 4. Apply a range of behavioural concepts and theories in order to understand or justify marketing activity.
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Demonstrate the practical ability to analyse, communicate and present ideas, theories and principles.
- 6. Develop independent/self-directed learning skills, including time management, working to deadlines, and keeping abreast of a wide range of literature.
- 7. Demonstrate the ability to present written material that supports a reasoned and consistent argument.
Syllabus plan
Indicative course content includes:
- What is Marketing?
- The Marketing Environment
- Ethics
- Consumer Behaviour
- Segmentation Targeting & Positioning
- Marketing Research
- Product Classifications
- Pricing Decisions
- Supply Chain Management
- Integrated Marketing Communications
- Promotion and Personal Selling
- There will also be a number of short topical presentations on issues pertinent to marketing
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activity | 12 | Lectures |
| Scheduled Learning and Teaching Activity | 8 | Skill based workshops |
| Guided Independent Study | 130 | Reading, researching and writing assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Student-led discussions | Workshops will hold student-led discussions, with suggestions, guidance, recommendations and feedback from the workshop co-ordinator | 1-7 | Verbal |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 80 | 20 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Individual Assessment | 80 | 2750 words (max) | 1-7 | Written |
| Timed quiz | 20 | 1 hour | 1-4 | Written |
| 0 | ||||
| 0 |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Individual Assessment | 80% Individual Assessment (2750 words max) | 1-7 | Relevant re-assessment period |
| Timed Quiz | Timed Quiz (20%) 1 hour | 1-4 | Relevant re-assessment period |
Indicative learning resources - Basic reading
Brown, D., & Thompson, A. (2022). Essentials of Marketing: Theory and Practice for a Marketing Career. Taylor & Francis., 449 Pages Paperback.
Indicative learning resources - Web based and electronic resources
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module co-requisites | Non-requisite: INT1012 Fundamentals of Marketing |
| NQF level (module) | 4 |
| Available as distance learning? | Yes |
| Last revision date | 04/04/2024 |
