MARKETING PRINCIPLES - 2021/2

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

KHAN Jashim (SII DUFE)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 4

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

Module Availability

Semester 2

Prerequisites / Co-requisites

None  

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

Alternative Assessment

Individual report (1200 words) (This is only used if students do not pass the group project or cannot complete the group project).

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

Thus, the summative assessment for this module consists of:

1. Exam, (50%), 1hr multiple choice, during the exam period


2. Group video, 5 minute video plus student's questions (50%) mid semester

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

• Critically evaluate marketing strategies and apply relevant marketing models, theories, and concepts.
• Examine the practical marketing application in the context of organizations and society.
• Comprehend the key issues in marketing and provide a solid foundation for further study in this area.

Learning outcomes

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 the use of two hour lectures x 11 weeks,  to illustrate general principles supported by one hour seminars x 11 weeks, which will demonstrate the practical application. A range of methods will be  incorporated, such as appropriate video footage, case studies and tutorial exercises.

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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN1075

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 2021/2 academic year.