MARKETING PRINCIPLES - 2021/2
Module code: MAN1075
In light of the Covid-19 pandemic, and in a departure from previous academic years and previously published information, the University has had to change the delivery (and in some cases the content) of its programmes, together with certain University services and facilities for the academic year 2020/21.
These changes include the implementation of a hybrid teaching approach during 2020/21. Detailed information on all changes is available at: https://www.surrey.ac.uk/coronavirus/course-changes. This webpage sets out information relating to general University changes, and will also direct you to consider additional specific information relating to your chosen programme.
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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.
Surrey Business School
SAHA Suman (SII DUFE)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 4
JACs code: N500
Module cap (Maximum number of students): N/A
Prerequisites / Co-requisites
- 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 type||Unit of assessment||Weighting|
|Examination||MULTIPLE-CHOICE EXAMINATION (1.5 HOURS)||50|
Individual report (1200 words) (This is only used if students do not pass the group project or cannot complete the group project).
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:
- Exam, (50%), 1.5rs multiple choice, during the exam period
- 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.
- 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.
|1||Demonstrate an understanding of core marketing principles.||K|
|2||Practically apply marketing models, theories and concepts||KT|
|3||Successfully access and analyse information from a wide range of resources.||C|
|4||Identify and evaluate marketing objectives and strategies||KC|
|5||Organise and communicate ideas clearly||PT|
|6||Show an awareness of key marketing issues||K|
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Overall student workload
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 for MARKETING PRINCIPLES : http://aspire.surrey.ac.uk/modules/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.