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| Module Delivery |
| Spring Semester |
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| Assessment Requirements |
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| Module Overview |
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| Prerequisites/Co-requisites |
| Completion of the progress requirements of Level HE1 |
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| Module Aims |
Aims
To develop students’ understanding of the basic principles of product and service marketing. To Introduce the students to the marketing methods and strategies.
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| Learning Outcomes |
Intended learning outcomes
Upon successful completion of the module, students should be able to:
- Carry out basic market research.
- Develop a marketing strategy.
- Plan a basic marketing campaign
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| Module Content |
The basic principles of Product and service marketing including:
- Product Marketing.
- Product
- Price.
- Promotion
- Place
- Service Marketing.
- People.
- Performance.
- Process.
- Perceived Value.
- Market research.
- Segmentation, targeting and positioning.
- Marketing methods and media.
- Market strategies and planning
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| Methods of Teaching/Learning |
Methods of Teaching/Learning
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20 hours lectures, 10 hours of tutorials, and 70 hours independent learning.
Total student learning time 100 hours.
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Methods of Assessment and Weighting
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Components of Assessment
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Method(s)
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Weighting
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Coursework
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Mid-semester test
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30%
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Coursework
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Report
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60%
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Coursework
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Presentation
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10%
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| Selected Texts/Journals |
Recommended background reading
Kotler et al, Principles of Marketing (European Edition).
Hoffman & Bateson, Essentials of Service Marketing.
Required reading
None |
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| Last Updated |
15th August 2006 |
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