University of Surrey - Guildford

Registry > Module Catalogue
View Module List by A.O.U. and Level  Alphabetical Module Code List  Alphabetical Module Title List  Alphabetical Old Short Name List  View Menu 
2010/1 Module Catalogue
 Module Code: COM2019 Module Title: MARKETING PRINCIPLES
Module Provider: Computing Short Name: COM2019
Level: HE2 Module Co-ordinator:
Number of credits: 10 Number of ECTS credits: 5
Module Availability
Spring Semester
Assessment Pattern

Assessment Pattern


Unit(s) of Assessment


Weighting Towards Module Mark (%)


Group Project




Exam: 2 hours, closed book




Qualifying Condition(s) 


In order to achieve the threshold standard for the award of credits for this module, the student must meet the following criteria related to the learning outcomes described above:


  • Demonstrate adequate knowledge and understanding of marketing principles and techniques


  • Display an adequate understanding of the relevant literature


  • Be able to organise and present their ideas



Module Overview

Marketing plays a central role in business success. According to Peter Drucker the purpose of business is to create and keep customers. Those organisations who do not place sufficient emphasis on the marketing function, therefore, are likely to struggle in a competitive marketplace. This module introduces students to the core principles of the discipline and provides an underpinning to later elective marketing modules.


Module Aims

This module is designed to enable students to understand the key principles of marketing theory and its application in both commercial and non-commercial sectors. As such it will provide a foundation for further study, and expose students to concepts which many of them will be able to then observe in a commercial setting during their professional training year.


Learning Outcomes

On successful completion of this module the students will be able to:


  • Demonstrate an understanding of core marketing concepts and principles (K)


  • Analyse market opportunities and select and justify appropriate marketing approaches (C)


  • Demonstrate a knowledge of the distinction between product and service marketing (K)


  • Show an awareness of ethical issues in marketing (K)


  • Identify and evaluate marketing objectives and strategies (K.C)


  • Organise and communicate their ideas (T)



The learning outcomes will be met through students being able to achieve the following; Examine and reflect on the validity of business processes and offer constructive recommendation to improve effectiveness, and critically evaluate the challenges that organisations face.  Understanding how to manage and use resources available efficiently and effectively develop, evaluate and implement planning processes and apply principles to practice or simulations. Communicate confidently and effectively using a range of appropriate methods and developing interpersonal skills in the workplace
Module Content

·         Introduction to marketing


·         The marketing environment


·         Customer and organisational behaviour


·         Market segmentation, targeting and positioning


·         The marketing mix: product, price, marketing channels, marketing communications


·         Services marketing


·         Marketing planning and strategy


·         Marketing ethics and social responsibility


·         Relationship marketing and customer relationship management


·         E-marketing


·         International marketing


Methods of Teaching/Learning

The teaching and learning strategy is designed to encourage an understanding of the origins and development of the discipline; develop a knowledge of the principal areas within the discipline and the application of these principles in practice. 



The teaching and learning methods include lectures and seminars, incorporating appropriate video footage, case studies and seminar exercises.



There will be 10 weeks of teaching, 1 revision week. In each teaching week there will be a 2 hour lecture.
Selected Texts/Journals


Expected purchase


Baines, P., Fill, C and Page, K. (2008), Marketing, Oxford University Press.





Brassington, F. and Pettit, S. (2006), Principles of Marketing, 4 ed., FT Prentice Hall.



Kotler, P. and  Keller, K.L. (2006), Marketing Management, 12 ed., Pearson Prentice Hall.





Jobber, D.  (2006), Principles and Practice of Marketing, 5 ed., McGraw Hill.


Brownlie, D., Saren, M., Wensley, R., and Whittington, D. (ed.) (1999), Rethinking marketing: Towards critical marketing, London : Sage.


Brown, S. (1995), Postmodern marketing, London : International Thomson Business Press.


Egan, J. (2004), Relationship Marketing: Exploring Relational Strategies in Marketing, 2 ed., FT Prentice Hall.


Palmer, A. (2004), Principles of Services Marketing, 4 ed., McGraw-Hill


Other Indicative Reading


Further reading will be supplied with lectures.
Last Updated
25-09-09 JG