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Unit information: Marketing in 2018/19

Please note: It is possible that the information shown for future academic years may change due to developments in the relevant academic field. Optional unit availability varies depending on both staffing and student choice.

Unit name Marketing
Unit code EFIM20013
Credit points 20
Level of study I/5
Teaching block(s) Teaching Block 1 (weeks 1 - 12)
Unit director Ms. Marini
Open unit status Not open
Pre-requisites

None

Co-requisites

None

School/department School of Economics, Finance and Management
Faculty Faculty of Social Sciences and Law

Description

The overall aim of marketing is to distort the demand curve in favour of a particular firm. Good marketing requires an understanding of buyer behaviour, market research, marketing strategy and of the communication and distribution resources available to the marketer. This unit explores the underlying theories of consumer and B2B buyer behaviour, in order to provide insight into effective marketing responses. It considers the processes of developing and implications of market research, market positioning, advertising and promotion, as well as the particular difficulties of marketing services, building brands and of developing long-term relationships with customers. Students following the course will learn the key elements of producing a marketing plan.

The unit aims to introduce students to the formal study of theories, concepts and practices of marketing, and do develop a critical understanding of the subject.

The unit further aims to develop students’ analytical, creative and decision-making ability in order that they may conceive and develop an effective marketing plan.

Intended learning outcomes

Students will gain knowledge and understanding of the theories and concepts that underpin marketing, including those of marketing research and buying behaviour. The scope will include consumer, business-to-business, services and social marketing. The unit will incorporate a critical perspective, and consider particularly the ethics of marketing activity.

The unit will help develop students’ ability to conceive and implement a programme of actions designed to influence a group, skills that are transferable to a number of situations outside the confines of marketing itself.

It will also develop students’ critical thinking and creative skills through the tutorials where students will practise marketing decision-making and problem solving particularly through the use of case studies.

Specifically, by the end of the course students should be able to:

  • demonstrate awareness, understanding and application of the basic concepts and theories of marketing;
  • critically appraise the major concepts and theories associated with marketing management;
  • select and apply techniques for the analysis of marketing opportunities;
  • apply methodologies for assessing and managing the organisation’s marketing capabilities;
  • develop a comprehensive marketing plan from initial assessment to completed proposal.

Teaching details

18 hours of lectures; they will have the principal purpose of introducing theories and concepts of marketing. Lectures will also expose students to critical evaluation of management theories and concepts, and the tools and models employed.

18 hours of classes; they will employ a variety of teaching methods, including: discussions based on readings and student experiences; case study work; group and individual exercises.

Assessment Details

Formative assignment:

  • An essay of approximately 1,000 words that will test students’ ability to apply the basic concepts and theories of marketing;
  • A group presentation that will test students’ ability to develop a comprehensive marketing plan from initial assessment to completed proposal.

Summative exam (100% of final mark):

3 hour unseen exam based essay style questions will test students’ knowledge and understanding of marketing theory and concepts, critically appraise the major concepts and theories associated with marketing management; select and apply marketing techniques, apply methodologies for assessing and managing the organisation’s marketing capabilities;

Reading and References

  • Baines, P., Fill C. & Page K. (2011) second edition, Marketing, Oxford: Oxford University Press ISBN:978-0-19-957961-7
  • Brassington, F. &Pettitt, S (2006) Principles of Marketing , 4th edition Pearson Education Ltd, Essex
  • Kotler, P. & Armstrong, G. (2006) Principles of Marketing, 11th ed. Pearson Education Ltd, Essex
  • Gronroos, C (2007) Service Management and Marketing, 3rd ed, John Wiley
  • Schiffman,L &Kanuk L. (2006) Consumer Behaviour, 9th ed, Prentice Hall Kitchen, P (2003) The Future of Marketing: Critical 21st Century Perspectives. Palgrave MacMillan

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