MARKETING - 2017/8

Module code: MANM017

Module Overview

This module is designed to provide MSc students with a rigorous theoretical framework for analysing and understanding Marketing in various contexts.  Integrating theoretical concepts and models with practical application, students explore the contribution that Marketing can make to the successful business.  Theory and case studies are used to analyse environmental conditions, marketplace trends, market characteristics, consumer behaviour, marketing strategy, marketing planning, tactics and operations and the growing influence of technology

Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: N500

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:

Introduction to Marketing and Understanding the Marketing Environment
Products and Branding
Marketing Communications
Segmentation, Targeting and Positioning
Consumer Behaviour
Services and Relationship Marketing
Marketing Research
Technology and Marketing

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP PROJECT (2500 WORDS) 50

Alternative Assessment

Individual assignment (1000 words) This is only used when the group project cannot be completed (e.g. as a resit)

Assessment Strategy

Assessment – group project (50%); Essay type question and multiple choice questions (50%)

The assessments are designed to demonstrate;

the ability to define complex marketing problems and make suitable recommendations
the ability to investigate marketing strategies and present findings in a logical and coherent manner.
a wide range of  knowledge and application of marketing theories and concepts

Thus, the summative assessment for this module consists of:

Essay type questions and multiple choice questions during the exam period (50%)

Group report, 2500 words (50%)


Formative assessment and feedback

Prior to the assignment and exam, lecture time will be spent discussing the assessments and feedback process.   Generic feedback will be given after submission. This will be a general report on the performance of the whole cohort.  This will also contain a statistical breakdown of marks so students can place their own performance against that of their cohort.  Students will also receive more individual feedback per group.

Ongoing feedback will be provided on SurreyLearn and verbally in tutorials.

Marks will be returned to students within 3 weeks of submission (excluding bank holidays and university closure days), via SurreyLearn. Exam marks may be released later pending ratification at the Board of Examiners.

Module aims

  • The aim of this module is to provide a theoretical framework for Marketing to equip students with the ability to understand Marketing practice.

Learning outcomes

Attributes Developed
1 Appreciate the scope and character of Marketing in today's dynamic markets. K
2 Synthesise knowledge of marketing strategy, marketing operations and tactics and apply concepts to case studies.
3 Discuss and evaluate social and ethical issues relating to marketing C
4 Accurately identify and apply relevant theory within different contexts C
5 Critically evaluate various marketing approaches and application of strategy within a specific context C
6 Apply decision making skills related to Marketing P
7 Discuss and evaluate various marketing approaches and designs P
8 Analyse key drivers affecting marketing in general P
9 Demonstrate the ability to formulate and present a concise, insightful analysis which exposes issues logically and coherently T

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 22

Tutorial Hours: 5

Methods of Teaching / Learning

The teaching and learning strategy is designed to provide a framework of theoretical marketing concepts supported by real world examples. Students will be provided with a range of delivery methods to facilitate their learning and also to address various levels within the cohort.

The teaching and learning methods include the use of 2 hour lectures x 11 weeks to illustrate core concepts supported by 1 hour tutorials x 5 weeks which will demonstrate practical application. A range of teaching methods will be employed

Lecture notes and additional material will be made available on SurreyLearn and regular exercises will be set to test students’ understanding on an on-going basis.


Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for MARKETING :

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Communication and International Marketing MA 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Entrepreneurship MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
International Business Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Marketing Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
International Marketing Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Operations, Logistics and Supply Chain Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2017/8 academic year.