MARKETING - 2020/1

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, including a global context.   Integrating theoretical concepts and models with practical application, students explore the contribution that Marketing can make to successful businesses and multi-national enterprises (MNEs)  Theory and case studies from the UK and across the globe are used to analyse environmental conditions, marketing competition, 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

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

Overall student workload

Independent Learning Hours: 123

Lecture Hours: 22

Tutorial Hours: 5

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Introduction to Marketing and Understanding the Marketing Environment

  • Products and Branding

  • Pricing

  • Marketing Communications

  • Distribution

  • Segmentation, Targeting and Positioning

  • Consumer Behaviour

  • Services Marketing

  • Relationship Marketing

  • Marketing Research

  • Technology and Marketing

  • Content will be presented, analysed and evaluated in a global context

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

  • Equip students with the ability to recognise the contribution of Marketing in modern organisations
  • Develop students' theoretical understanding for Marketing
  • Equip students with the ability to understand Marketing practice

Learning outcomes

Attributes Developed
001 Appreciate the scope and character of marketing in today's dynamic markets K
002 Synthesise knowledge of marketing strategy, marketing operations and tactics and apply concepts to national/ international case studies C
003 Accurately identify and apply relevant marketing related theories within different contexts C
004 Apply decision-making skills related to marketing P
005 Demonstrate the ability to formulate and present a concise, insightful analysis which exposes issues logically and coherently P

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

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.

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
Upon accessing the reading list, please search for the module using the module code: MANM017

Other information


Programmes this module appears in

Programme Semester Classification Qualifying conditions
Entrepreneurship & Innovation Management MSc 1 Optional A weighted aggregate mark of 50% is required to pass the module
International Marketing 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
Intercultural Business Communication and Marketing MA 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 2020/1 academic year.