Module: MKT4000-20 Principles of Marketing

Level: 4

Credit Value: 20

Module Tutor: Deborah Bowe

Module Tutor Contact Details: d.bowe@bathspa.ac.uk

1.Brief description and aims of module:

This module introduces students to the process of marketing. It develops their understanding of the key concepts of the marketing business and investigates how they can be applied effectively in a range of different business contexts. Key marketing principles are introduced and explored in relation to the marketing-consumer interface helping to understand the strategic and operational aspects of marketing within organisations. The module also evaluates whether marketing always has a positive impact on society and debates whether it is possible for organisations to be socially responsible when marketing their goods and services.

In this module, you will be able to demonstrate the following Graduate Attributes:

• Employable: equipped with the skills necessary to flourish in the global workplace, able to work in, and lead, teams.

• Internationally networked: studying abroad for part of their programme or studying alongside students from overseas.

• Critical thinkers: able to express their ideas in written and oral form, and possessing information literacy.

• Ethically aware: prepared for citizenship in a local, national and global context.

2.Outline syllabus:

Core themes include marketing orientation and practice; the marketing environment and market research; consumer behaviour in relation to segmentation, targeting and positioning; The marketing mix, where digital marketing sits within the mix; marketing of services and not-for -profit organisations. New marketing frameworks with developing marketing plans with a societal orientation.

3.Teaching and learning activities:

The module is delivered by a 2-hour lecture introducing the core module concepts in the context of topical marketing applications, plus a 2 hour devoted to directed study, case studies, research activities and student-led discussions.  Seminars are run as interactive workshops where students are set up to work on activities that deepen their understanding of the key concepts and allow them to apply these to marketing challenges in different contexts.

Assessment Item 1:

• Assessment Type: Course Work

• Description: Individual marketing proposal (2000 words)

• % Weighting: 60%

Assessment Item 2:

• Assessment Type: Course Work

• Description: Group Marketing Report 

• % Weighting: 40%