BMM4123 - Marketing Fundamentals

Objectives:

Assessment tasks are designed to enable students to demonstrate the Learning and Employability outcomes for the relevant level of study. Level Learning Outcomes are embedded in the assessment task(s) at that level. This enables a more integrated view of overall student performance at each level.

Content:

This module is designed to introduce business students to the fundamental concepts and practice of marketing, including the application of marketing research, market analysis, segmentation, targeting and positioning. Students will study the essential elements of marketing mix strategies; product, price, place and promotion and learn to distinguish between and plan for product and service orientated organisations in both business-to-consumer and business-to-business contexts. The course will also equip students with practical knowledge of marketing communications tools such as advertising, public relations and direct marketing and the deployment of these tools in conventional and digital media environments, with specific focus on contemporary e-commerce business models as they impact upon and advance marketing theory.

Learning and Teaching Information:

Lectures
Hours: 20
Intended Group Size: Cohort

Workshops
Hours: 20
Intended Group Size: Small groups

Guided independent study
Hours: 260

Further details relating to assessment
Formative assessment and feed-forward methods will be employed throughout this module at various points in the semester. Formative forms of assessment will include (but not exclusively): class-based activities, opportunities for draft pieces of work to be submitted for comments and feedback, drop-in sessions with the module tutor and peer-assessed (non-credit bearing) group presentations.

Group Presentations will comprise live oral presentation of a group devised marketing plan proposal with supporting visual slides. The resit for the group presentation will be an individual, recorded presentation attracting the same credits, fulfilling the same learning outcomes and marked following the same marking criteria.

Essay: Students will be required to demonstrate their understanding and application of key marketing concepts, such as market segmentation, marketing mix, etc.

Further specific details of each assessment component are available in the Module Handbook, as well as the additional in-class support available.

Assessment:

001 Group presentation; 20 minutes; week 9; semester 1 40%
002 Essay; 3,000 words; end of semester 1 60%

Fact File

Module Coordinator - PRS_CODE=
Level - 4
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 4S1

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