| Unit name | Principles of Marketing |
|---|---|
| Unit code | MGRC10002 |
| Credit points | 20 |
| Level of study | C/4 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Dr. Khusainova |
| Open unit status | Not open |
| Units you must take before you take this one (pre-requisite units) |
None |
| Units you must take alongside this one (co-requisite units) |
None |
| Units you may not take alongside this one |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
Why is this unit important?
The aim of the unit is to explore the concept and principles of marketing. It reflects upon the factors that affect markets, demand and supply, the range of stakeholders associated with any given market, the function that marketing fulfils for organisations, customers, consumers and society more broadly, and the key principles and practice of marketing. In this way, it provides an introduction to essential concepts associated with marketing and consumption, while also highlighting interconnections between marketing and other fields of study, and eroding the tendency of students to ‘siloes’ their view of subjects studied within their programme.
How does this unit fit into your programme of study
This unit introduces the students to main fundamental concepts and principles of marketing. It provides important foundational knowledge for the students’ subsequent learning as part of their marketing and management programmes of study.
An overview of the content:
This unit will cover such topics as introduction to marketing, internal and external analysis, marketing mix elements, sustainable marketing, marketing strategy and global marketing challenges.
How will students, personally, be different as a result of the unit:
Marketing has come to play a fundamental and influential role in today’s business environment. For organisations to prosper, it is no longer sufficient to develop and sell products. Organisations must embrace changing consumer needs and develop and market products to match these needs with a unique competitive advantage. Thus, the role of marketing has moved from “creating adverts” to “being the eyes and ears of the organisation” by providing market sensing and analytical frameworks to help ensure the organisation’s future growth. In this unit, students will learn about the role of marketing within the strategic heart of an organisation. The unit will cover market sensing and market analyses tools that help provide strategic insight and direction to an organisation. Students will understand the external and internal forces which are prevalent within organisations. The unit will also address topics including basic market research methods, an introduction to consumer behaviour, marketing mix elements, services, branding, and ethical issues in marketing. By the end of the unit, students should have the basic knowledge to command a role within a marketing organisation.
Learning Outcomes (ILOs):
On completion of this unit, students will be able to:
1) Understand core marketing concepts and principles.
2) Analyse the range of factors that shape contemporary marketing practice.
3) Reflect upon the ethical considerations associated with marketing and its efforts to create market demand.
4) Develop effective analytical and market research skills.
Teaching will be delivered through a combination of lectures, seminars, group discussions, case-study work, Question and Answer sessions, reflection exercises and case-study discussions.
Tasks which help you learn and prepare you for summative tasks (formative):
Tasks which count towards your unit mark (summative):
When assessment does not go to plan:
If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.
If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. MGRC10002).
How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours
of study to complete. Your total learning time is made up of contact time, directed learning tasks,
independent learning and assessment activity.
See the University Workload statement relating to this unit for more information.
Assessment
The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit.
The Board considers each student's outcomes across all the units which contribute to each year's programme of study. For appropriate assessments, if you have self-certificated your absence, you will normally be required to complete it the next time it runs (for assessments at the end of TB1 and TB2 this is usually in the next re-assessment period).
The Board of Examiners will take into account any exceptional circumstances and operates
within the Regulations and Code of Practice for Taught Programmes.
