Module: BMA5100-20 The Marketing Business

Level: 5

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. The marketing framework is therefore explored from the perspective of the brand owner and the consumer and is applied to a variety of 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

The module has four key sections:

1. The identification of customer needs

2. Strategies for meeting and satisfying customer needs

3. Marketing and business strategy

4. Critical assessment of marketing on society and the natural environment

The core concepts of customer value, buyer behaviour, segmentation, targeting, differentiation and positioning are introduced in the first half of the module, and marketing framework strategies are developed in the second half of the module.

3.Teaching and learning activities

The teaching of the module will apply case studies generated in a marketing context, and give the opportunity to apply relevant theories in business situations, with marketing “hot topics” introduced for discussion each week.

The module is delivered by a 2 hour lecture / workshop 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. Both lecture / workshop and seminar formats provide opportunities for students to deepen their understanding of the key concepts and apply them to marketing challenges in different contexts.

Assessment Item 1:

• Assessment Type: Coursework

• Description: Individual Pitch Proposal (1000 words)

• % Weighting: 40%

Assessment Item 2:

• Assessment Type: Coursework

• Description: Group project report (4000 words)

• % Weighting: 60%