University of Surrey - Guildford
Registry
  
 

  
 
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: 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
Autumn
Assessment Pattern

Unit(s) of Assessment

Weighting Towards Module Mark (%)

Group Project 

30

2 Hour Examination

70

Module Overview

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

Prerequisites/Co-requisites

None

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

K/U

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

K/U

Demonstrate knowledge and understanding of  Marketing strategy

K/U

Demonstrate knowledge and understanding of Marketing operations and tactics

K/U

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

I/C

Discuss and evaluate social and ethical issues relating to Marketing

I/C

Accurately identify and apply relevant theory within different contexts

I/C

Critically evaluate various marketing approaches within a specific context

I/C

Critically evaluate the application of strategy within a specific context

I/C

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

P/P

Apply decision making skills related to Marketing 

P/P

Discuss and evaluate various marketing approaches and designs

P/P

Identify key drivers affecting  marketing in general

T

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

Journals

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

 

 

 

 

 

 

 

 

 

 

Last Updated

06/07/2009