BMM4422 - Marketing Fundamentals

Objectives:

On successful completion of the module, students will be able to:
Explain the nature of the marketing concept and its application in a range of commercial and non-commercial contexts.
Describe and illustrate the effective use of elements of the marketing mix including developments in the area of e-commerce.
Use theoretical marketing models to interpret practical marketing situations and recommend appropriate actions.
Review business opportunities using market segmentation, targeting and positioning strategies.
Demonstrate an understanding of the ethical implications of marketing operations in a range of situations.

Content:

The aim of this module is to provide students with a basic introduction to the marketing environment, the marketing mix, marketing management, and the role of marketing in a global society. This course provides students with an overview of some of the fundamental issues in marketing, including the marketing concept contrasted with alternative business philosophies, organisational and operational consequences of being customer-centred, the use of marketing research, market analysis, segmentation, targeting and positioning theory and practice.

Students will also study marketing mix elements: product/service, price, promotion and place, service and retail marketing in theory and practice, as well as e-commerce and other developments in technology as they impact on marketing theory.

Learning and Teaching Information:

The module will be delivered via a series of weekly 3-hour teaching blocks, comprising whole-group interactive lecture and seminar covering fundamental theories and applications. Lectures and seminars will be supported by in-depth applied workshops.

Questions / team exercises / case studies will be set at each lecture for students to complete before the associated small group session. Students will be provided with, and / or directed to, relevant reading and additional questions / exercises to support their progress through the module material.

Lectures/Seminars
Hours: 30
Intended Group size: Cohort

Workshops/on-line tests
Hours: 7
Intended Group size: Cohort

Tutorials
Hours: 3
Intended Group size: Cohort or variable size groups

Guided independent study
Hours: 160

Further details relating to assessment
On-line tests: in this module Directed Activities are replaced with regular (bi-/weekly) assessed on-line quizzes. All students in the cohort will be provided with an access key to the Connect e-learning platform (McGraw Hill). This will give them access to an e-copy of the text book plus a schedule of pre-assigned e learning resources, self-study sections and assignments designed to facilitate learning.

Group presentation: the final 30% of the mark for this module is coming from the enterprise challenge, which is conducted during Programme Level Assessment. Students will present and submit a comprehensive business plan including four sections on marketing, operations, finance and economics, and people and organisations. The section on people and organisations will be assessed as part of this module.

Formative assessment: as part of this module, and in preparation for programme level assessment, student multi-disciplinary teams will be formed. Team challenges will be set mid-module and on the basis of team performance and dynamics, a formative feedback will be provided both on the context and effectiveness of team work.

Alternative assessment: for students deferring or re-sitting group presentation (30%), an alternative method of assessment will be used - Essay (1,200 words).