Spring

The assessment strategy is design ed to ensure select ed learning outcomes are assess ed and this requires two independent assessments as below:

Unit(s) of Assessment	Weighting Towards Module Mark (%)
Assignment – 2000 words	60
Integrative business simulation	20
Time constrained synoptic examination	20

None

Marketing is offer ed as a core module with the aim to deliver a set of concepts and practices bas ed upon the ways in which companies interface with different markets in the context of a plann ed set of business interventions.  The objective is to ensure students have an understanding of the principles and practice of the current implementation of marketing within the business setting.

The aim is to deliver this through the structure of the module, ULearn, reading and being taught about marketing ideas, plans, strategies, processes, techniques, communications and all customer-facing functions. This involves covering the key concept - the Marketing Mix of pricing, promotion, distribution and product planning as well as marketing planning and business models. Marketing also will be communicat ed in terms of the well-defin ed concepts relat ed to consumer behaviour and customers: researching who they are, what their perceptions are, what their ne ed s for value are, and, through segmentation and positioning strategies how these ne ed s can be satisfi ed competitively. For MBA students there is the additional objective of ensuring student’s industrial experience is shar ed within the cohort.

• Learning outcomes are categorised as:
• knowledge and understanding (K/U)
• intellectual/cognitive skills (I/C)
• practical/professional skills (P/P)
• transferable skills (T)

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

• Knowledge of the scope and character of marketing within an increasingly dynamic market place (K/U)
• Understanding of planning tools/ approaches of marketing and market research (K/U)
• Understanding of strategic and tactical marketing management concepts and methods - marketing tactics, skills and techniques (K/U)
• Understanding of the social and ethical issues relating to marketing policies, procedures and practices (K/U)
• Critically relate understanding and application of planning tools for marketing and market research to own experience/ background (I/C)
• Critically relate various marketing approaches and designs to own background (I/C)
• Apply planning tools of marketing and market research (P/P)
• Apply strategic and tactical marketing management concepts and methods (P/P)
• Recognise and evaluate alternative approaches to marketing planning activities (P/P)
• Apply decision making skills related to marketing (P/P)
• Discuss and evaluate various marketing approaches and designs
• To be able to write concise reports and discuss marketing concepts

• Marketing and emerging practices of business
• Understanding the new customer
• Approaches to Planning & Implementation
• Planning Social Responsibility
• Product Strategy & Services Marketing
• Pricing
• Marketing Communications
• Distribution & Sales Management

The Teaching and Learning Strategy is design ed to provide a range of delivery methods in a blend ed way to facilitate the development of skills in the four areas set out above. 

The Teaching and Learning Methods include:

• Lectures
• Seminars
• Workshops
• Assignment
• Examination
• LearnWare (ULearn)

Students are directed to relevant reading in the set texts and in journal articles

Core texts
Kotler, P. (2003) Marketing Management, 11^th Edition, Prentice Hall, ISBN 0130497150
Gilbert, D (2003) Retail Marketing Management, 2^nd Edition, Prentice Hall, Harlow .

Supplementary Reading

Baker, M. (2000) The Marketing Book, 4th ed ition Oxford : Butterworth-Heinemann.
Buttle, F., 2004. Customer Relationship Management: Concepts and Tools. Butterworth Heinemann.
Buttle, F. (1996) Relationship Marketing. Theory and Practice, London :  Paul Chapman.
Cranfield School of Management. (2000) Marketing Management: A relationship perspective, Macmillan Business Press. 
Egan, J., 2001, Relationship Marketing: Exploring relational strategies in marketing, Harlow , Prentice Hall.
Fill, C., 2002, Marketing Communications: contexts, strategies and applications, Harlow , Prentice hall.
Gamble, P.R., Stone, M., Woodcock, N. and Foss, B., (2003), Up Close and Personal? Customer Relationship Marketing @Work, London , Kogan Page.
Hankinson, G. & Cowking, P. (1994) The Reality of Global Brands, London : McGraw-Hill. 
Jobber, D (2003) 4th ed ition Principles and Practice of Marketing McGraw Hill ISBN 0077096134 
Kotler, P., Armstrong, G., Saunders, J. and V. Wong (2001) Third European Edition of Marketing, Harlow : Prentice Hall. 
Malhotra, N. and Birks, D. (2000) Marketing Research: An Appli ed Approach, Harlow , Prentice Hall. 
O’Connor, J. and Galvin, E. (2001) Marketing in the Digital Age, Prentice Hall. 
Sheth, J.N. and Parvatiyar, A. (2000) Handbook of Relationship Marketing, University Press of . 
Solomon, M., Bamossy, G. & Askegaard S. (1999) Consumer Behaviour: A European Perspective, New Jersey : Prentice Hall. 
Zeithaml, V. & Bitner, M (2000) Services Marketing: Integrating Customer Focus Across the Firm, 2^nd ed ition, Boston : Irwin McGraw-Hill. 
Stone M & Foss, B (2001) Successful Customer relationship Marketing, Kogan Page. 
Kapferer J (2001) Reinventing the Brand, Kogan Page. 
Albaum, G, Strandskov, J & Duerr, E (2002) 4^th ed ition, International Marketing and Export Management, Prentice Hall. 
Usunier, J.C. (1999) Marketing Across Cultures, FT Prentice Hall.

28.03.2008