MODULE CODE BEM2013 MODULE LEVEL 2 MODULE TITLE ...

MODULE CODE BEM2013 MODULE LEVEL 2
MODULE TITLE Principles of Marketing
LECTURER(S) Alex Thompson
CREDIT VALUE 15 ECTS VALUE 7.5
PRE-REQUISITES None
CO-REQUISITES None
DURATION OF MODULE 1 semester
TOTAL STUDENT STUDY TIME 150 hours comprising: 22 hours lectures; 10 hours
tutorials. Students will also be given the opportunity to
meet the lecturer to discuss their presentation. The
remainder of the time will be in self directed study.
AIMS
This course will provide students with a basic introduction to the marketing environment, the marketing
mix, marketing management, and the role of marketing in a global society.
All students come into this course with some knowledge concerning marketing because, as consumers,
students are continuously exposed to marketing practices such as advertising and personal selling.
However, additional knowledge is needed in order to understand how businesses, non-profit
organizations, and governmental institutions utilize marketing to achieve their objectives. Therefore, the
overall approach to the course is designed to be comprehensive in scope, contemporary in outlook, and
managerial in orientation.
This course is designed to help introduce students to a marketing process. You will learn about the basic
concepts, practices, and analytical methods of marketing and study how successful organizations conduct
marketing strategy to build sustainable competitive advantage over their competitors.
INTENDED LEARNING OUTCOMES (ILO’s)
On successful completion of this module, students should be able to:
Module Specific Skills:
1. demonstrate an understanding of marketing not just as a management practice but also as
highly influential and intersecting with political, economic, technological and societal issues
2. demonstrate the ability to devise, sustain and justify arguments relating to broader social
issues relevant to marketing practice
3. understand and apply core marketing principles and behavioural theories and recognize their
role and importance in marketing decision-making
4. recognise the importance of studying consumer behaviour for the effective implementation of
the marketing concept
Discipline Specific Skills:
5. critically evaluate the models, theories and concepts commonly used in exploring and
understanding marketing practice
6. apply a range of behavioural concepts and theories in order to understand or justify marketing
activity
Personal and Key Skills:
7. demonstrate the practical ability to analyse, communicate and present ideas, theories and
principles
8. demonstrate the ability to work in cross-cultural teams
9. demonstrate presentation skills
10. demonstrate the ability to present material that supports a reasoned and consistent argument
LEARNING/TEACHING METHODS
Learning and teaching methods include lectures, audiovisuals, role-playing, documentaries, privately
directed readings, group presentations and regular class discussion.
Presentations:
Marketing Presentation: At the start of a designated class period, each group (5-6 students per group) will
present a presentation on a marketing topic of their choice (subject to lecturer approval) worth 15% of the
overall module grade. There are no restrictions on presentation format when presenting their topic. For
instance, you may use a traditional powerpoint presentation, incorporate a scene from a favourite movie
(or your own movie), a game style presentation, or you may decide to act out a skit that highlights one or
two major points to your topic. The primary objective of the marketing presentation is to stimulate class

interest in the lecture material and demonstrate conceptual understanding of your chosen material.
Effective marketing presentations often incorporate personal experience/ opinions of the main point(s) of
your topic rather than a point-by-point summary.
The Lecturer will recommend potential marketing topics that can be used for a presentation and topics will
be made available in class. Presentations will be assigned on a first come, first serve basis. If students
choose their own topic, this must be approved with the Lecturer in advance of their scheduled
presentation date. Each group is responsible for ensuring their presentation is ready on the day their
group is assigned to present.
Individual Assignment:
Each student will submit one individual written paper covering their chosen presentation topic worth 15%
of the overall course grade. Papers will consist of an overview of the presentation topic and should
incorporate the relevant marketing concepts covered in class and pertinent to the topic at hand. Papers
should be typewritten, 1.5 spaced and approximately 1,000 words (3-4 pages).
Examination:
There will be one final examination (70%) covering the core concepts within our Principles and Practice of
Marketing textbook as well as concepts covered within the lectures. The final examination will consist of
multiple-choice questions as well as short answer/ essay questions.
ASSIGNMENTS & ASSESSMENTS
Formative or %
Contribution:
Form of
Assessment:
Size of the
assessment e.g.
duration/length
ILO’s assessed
by this
assessment:
Feedback method:
15% of final In–class group 10-15mins ILOs 7-10 Written Feedback
mark
presentation
15% of final One individual 1,000 words ILOs 5-7 Performance
mark
written assignment
covering
presentation topic.
Summary
70% of final Examination 3 hours ILOs 1-4 Performance
mark
Summary
SYLLABUS PLAN
The following subjects will be taught throughout the course of the term:
• What is Marketing?
• The Marketing Environment
• Consumer Behaviour
• Segmentation Targeting & Positioning
• Marketing Research
• Product Classifications
• Pricing Decisions
• Supply Chain Management
• Integrated Marketing Communications
• Promotion and Personal Selling
• Services
• There will also be a number of short topical presentations on issues pertinent to marketing
INDICATIVE LEARNING RESOURCES
Indicative basic reading list:
Blythe, Jim (2009) Principles & Practice of Marketing 2 nd Edition. (location) Thomson Publishing ISBN:
9781408011478
DATE OF LAST REVISION July 2009 AT