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2010/1 Module Catalogue
 Module Code: MANM017 Module Title: MARKETING
Module Provider: School of Management Short Name: M026
Level: M Module Co-ordinator: KOLSAKER AM Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability
Assessment Pattern

Unit(s) of Assessment

Weighting Towards Module Mark (%)

Group Project 


2 Hour Examination


Module Overview

This module is designed to provide a theoretical framework for Marketing to equip students with the ability to understand Marketing practice.



Module Aims

The aim of this module is to provide MSc students with a rigorous theoretical framework for analysing understanding Marketing in various contexts. Integrating theoretical concepts and models with practical application, students explore the contribution that Marketing can make to the successful businesses. Theory and case studies are used to analyse environmental conditions; marketplace trends; market characteristics; consumer behaviour; marketing strategy; marketing planning; tactics and operations; and the growing influence of technology.

Learning Outcomes


Demonstrate knowledge and understanding of the scope and character of Marketing in the today's dynamic markets


Demonstrate knowledge and understanding of  Marketing strategy


Demonstrate knowledge and understanding of Marketing operations and tactics


Demonstrate knowledge and understanding of the link between  Marketing and other corporate activities


Discuss and evaluate social and ethical issues relating to Marketing


Accurately identify and apply relevant theory within different contexts


Critically evaluate various marketing approaches within a specific context


Critically evaluate the application of strategy within a specific context


Critically evaluate the application of Marketing operations and tactics within a specific context


Apply decision making skills related to Marketing 


Discuss and evaluate various marketing approaches and designs


Identify key drivers affecting  marketing in general


Demonstrate ability to formulate and present a concise, insightful anayysis which exposes and explains issues logically and coherently 

Module Content
  • Introduction to Marketing & the Marketing Mix 
  • Understanding the Marketing Environment & Consumer Behaviour 
  • Segmentation, Targeting and Positioning
  • Products and Branding
  • Pricing
  • Distribution
  • Marketing communications
  • Services and Relationship Marketing
Methods of Teaching/Learning
The teaching and learning strategy is designed to provide a range of delivery methods in a blended way to facilitate the development of skills in the key learning areas set out above. Lectures, seminars and ULearn, the latter including a mixture of additional teaching materials, online discussions, slides, case studies and self-assessed exercises.
Selected Texts/Journals

Core Text (provided by School)

Solomon et al (2009) Marketing: Real People, Real Decisions, Harlow, Prentice Hall

Recommended Reading 

Dowling, G. (ed) (2005) The Art and Science of Marketing: Marketing for Marketing Managers, Oxford , Oxford University Press 
Blythe, J. (2006) A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing, London, Sage.
Keller, K. (2007) Strategic Brand Management, New Jersey, Prentice Hall


Numerous Marketing journals are available via EBSCO and Science Direct including Journal of Marketing; European Journal of Marketing; Journal of Marketing Management. Students are advised that they should read widely and it is expected that academic journal articles will be cited extensively











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