Module code: MAN1116

Module Overview

This module examines the role of Marketing in organisations with an emphasis on the importance and development of marketing strategies. The core objective of many businesses is to attract and retain customers in a competitive environment, with the role of marketing focussing on customers. This module introduces students to the core principles of the discipline and provides and underpinning to later elective modules.

Module provider

Surrey Business School

Module Leader

HOPE Monica (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 4

JACs code: N500

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

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

  • Introduction to marketing 

  • The marketing environment 

  • Marketing Strategy 

  • Consumer Behaviour 

  • Market segmentation, targeting and positioning (STP) 

  • The marketing mix, use of 4ps and 7 ps 

  • Marketing ethics and social responsibility 

  • Digital marketing & Relationship marketing

  • Market research

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Individual report (1000 words) 50
Coursework Video presentation 50

Alternative Assessment


Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate 

  • an understanding of core marketing principles 

  • the ability to apply marketing models, theories and concepts 

  • the capability of conducting research and presenting findings 

  • the ability to analyse and evaluate marketing strategies

An individual video presentation on a specific marketing topic including Q&A followed by verbal and written feedback.

A 1,000 word individual report on an aspect of the module content.

Students will be observed during the residential workshop and through their contributions to online discussions and this will be used for feedback purposes relating to their overall engagement with the module

Summative assessment

A 10 minute individual presentation with individual questions delivered (50%)

A 1,000 written report on a selected aspect of the module content (50%)

3 Students receive marks out of 100 for both assessments, along with feedback on their individual performance.

Formative assessment and feedback

Students are provided with the assessment criteria and weighting for each component of the presentation and written report when the assessments are introduced early in the semester.

Prior to the assignment 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.

Ongoing feedback will be provided on Surreylearn

Module aims

  • To enable students to understand the key principles of marketing theory and be familiar with core marketing concepts and models.
  • To enable students to critically evaluate marketing strategies and apply relevant marketing models, theories and concepts.
  • To provide students with an understanding of practical marketing application in the context of organisations.
  • To understand the role and impact of marketing in society
  • To introduce students to the key issues in marketing and provide a solid foundation for further study in this area.

Learning outcomes

Attributes Developed
001 Demonstrate an understanding of core marketing principles. K
002 Practically apply marketing models, theories and concepts KT
003 Successfully access and analyse information from a wide range of resources C
004 Identify and evaluate marketing objectives and strategies KC
005 Organise and communicate ideas clearly PT
006 Show an awareness of key marketing issues K

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 33

Lecture Hours: 16

Seminar Hours: 11

Methods of Teaching / Learning

The teaching and learning strategy is designed to encourage an understanding of the origins and development of the discipline; develop a knowledge of the principal areas within the discipline and the application of these principles in practice.

The teaching and learning methods include Face to face and online lectures/webinars to facilitate discussion about key areas of learning

Online discussion groups will be used to encourage students to communicate their thinking and ideas around specific concepts and enable collaboration with other students Supporting material will also be provided on SurreyLearn virtual learning platform. Students will be required to apply learning in their workplace and reflect on that learning.

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


Other information


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 2020/1 academic year.