| Unit name | Markets and Marketing |
|---|---|
| Unit code | EFIM10017 |
| Credit points | 20 |
| Level of study | C/4 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Dr. Rogers |
| Open unit status | Not open |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
The aim of the unit is to explore the concept of ‘markets’ from two angles. Firstly, from an economic perspective it reflects upon the structure of markets, how they work and the factors that affect demand and supply. From a marketing perspective it reflects upon the range of stakeholders associated with any given market and the function that marketing fulfils for organisations, customers and consumers. In this way, not only does it provide an introduction to the basic concepts associated with two key areas of study; Economics and Marketing, it also highlights links between the fields of study eroding the tendency of students to ‘siloise’ their view of subjects studied within their programme.
On completion of this unit students will be able to:
1) Recognise the concept of a ‘market’ as a multi-dimensional construct
2) Analyse the range of factors that affect supply and demand
3) Reflect upon the range of stakeholders that operate within a given market and appraise the range of needs/wants they are seeking to satisfy.
4) Evaluate the role of marketing practice and its relative ability to identify and respond to market needs.
5) Reflect upon the ethical issues associated with marketing and its efforts to create market demand.
6) Develop effective team-working, communication, presentation, written and oral, and planning skills.
10 lectures and 10 seminars.
Students will be required to engage with a range of material through Blackboard and the Library reading list software will be used extensively.
Summative assessment on this unit will be comprised of two elements, a 15 minute group presentation (25%) and a 2000 word individual report (75%).
15 Minute Group Presentation (25%): Students will be required to present an analysis of a given market environment (ILO1), the primary stakeholders (ILO2) and the factors that affect both demand and supply (ILO3). The group presentation also assesses ILO6.
The feedback that students receive for this assessment will be both summative and formative. Summative feedback will map the extent to which each group has achieved the learning outcomes as set in the assessment brief. Formative feedback will offer advice as to how to address areas of weakness. It will also signpost areas that students will need to consider prior to undertaking their individual report.
2000 Word Individual Report (75%): On the basis of the analysis of the market undertaken for their presentation, students will be required to identify a stakeholder group and identify the range of needs they are seeking to satisfy (ILO3). Students will be required to reflect critically upon how current actors in the market seek to meet market need (ILO4) and explain the ethical issues involved (ILO5).
Feedback for this piece of coursework will be both summative and formative. Summative feedback will map the extent to which each student has achieved the learning outcomes as set in the assessment brief. Formative feedback will offer advice as to how to address areas of weakness.
There is no single textbook for this course. Material will be drawn from a range of Economics and Marketing textbooks as well as academic papers and practitioner reports. Preparatory reading will be available through Blackboard using the Library reading list software.
