MARKETING PRINCIPLES (APPRENTICESHIP) - 2021/2

Module code: MAN1126

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 focusing on customers.

Module provider

Surrey Business School

Module Leader

HOLLAND Anna (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 4

JACs code:

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

Module Availability

Teaching block 2

Prerequisites / Co-requisites

N/A

Module content

Indicative content includes:

• 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 (Maximum 2000 words) 100

Alternative Assessment

N/A

Assessment Strategy

The assessment strategy is designed to provide learners with the opportunity to demonstrate all intended module learning outcomes, knowledge, skills and behaviours, and to provide maximum opportunity for applied learning.

Thus, the summative assessment for this module consists of:

Assessment 1

An individual report to discuss the topics of ethics and sustainability in marketing, and the relevance of organisational and industry governance. The report should include an analysis of a recent marketing campaign or marketing strategy in the learners organisation to demonstrate the application of marketing models and concepts, customer segmentation and stakeholder analysis relevant to the workplace (Maximum 2000 words).

Formative assessment Learners will work regularly in groups and as individuals, participating in classroom or online discussion forums, webinars etc., to demonstrate their understanding of the subject contents and application.

Feedback

Learners will be given formal feedback on their assessments in line with the University’s policy on assessment and feedback, and within the current three-week feedback period. Learners will receive regular, informal feedback on their contribution throughout the module.

Module aims

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

Learning outcomes

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

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Workshop Hours: 7

Independent Study Hours: 43

Methods of Teaching / Learning

The hours listed within the overall student workload section represent off-the-job learning.

The learning and teaching strategy is designed to incorporate a blended learning approach, centred around the key online learning design principles of – Learner-centred; Useful; Engaging; Flexible; Consistent; Supportive and Accessible.

In line with the Apprenticeship Off the Job Training guidance, the teaching and learning undertaken on this module will reflect the following categories of training:

1. Teaching of Theory – may include lectures, role play, simulation exercises, online learning, research and networking)

2. Practical Training – may include shadowing, mentoring, industry visits and participation in competitions

3. Learning support and time spent writing assignments and partaking in assessments

4. Reflective learning and self-evaluation to impart new knowledge, skills and behaviours only.

Learners completing this module will undertake a combination of campus-based sessions and online directed learning activities supported through SurreyLearn. Learners, with support from their employers, will be expected to demonstrate accountability and commitment to effectively managing their agreed off-the-job training hours to complete required learning activities and assessments. Learners should take an active part in any asynchronous activities such as forums, wikis, blogs etc., as well as synchronous activities (i.e. virtual meetings, webinars etc.) as appropriate. Participation in these activities will be essential to the successful achievement of the learning outcomes in this module.

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 PRINCIPLES (APPRENTICESHIP) : http://aspire.surrey.ac.uk/modules/man1126

Other information

Through completion of the learning and assessments for this module, it is expected that most learners will be able to produce suitable evidence for their Portfolio of Evidence to fully or partially meet specific assessment criteria for the following areas of the Chartered Manager Degree Apprenticeship Standard. Learners may also refer to the CMDA Assessment Plan for further information. Operational Strategy 1.1. How to develop and implement organisational strategy and plans, including approaches to resource and supply chain management, workforce development, sustainability, taking and managing risk, monitoring and evaluation, and quality assurance (K) 1.3. Support the development of organisational strategies and plans (S) 1.5. Produce reports that clearly present information and data, using a range of interpretation and analytical processes (S) Business Finance 3.3. Commercial context in an organisational setting and how this changes over time (K) Sales and Marketing 4.1. How to create marketing and sales strategies (K) 4.2. How to segment and target relevant markets and customers (global and local), analysis of opportunities and ways to market (K) 4.4. Use customer insight and analysis of data to determine and drive customer service outcomes and improve customer relationships (S) 4.5. Use creative approaches to developing solutions to meet customer need (S) Digital Business and New Technologies 5.3. Identify service/organisational improvements and opportunities for innovation and growth, using qualitative and quantitative analysis of information and data and benchmarking against others (S) Developing Collaborative Relationships 9.1. Approaches to stakeholder, customer and supplier management, developing engagement, facilitating cross functional working and negotiation (K) 9.6. Work collaboratively with internal and external customers and suppliers (S) Decision Making 12.2. The values, ethics and governance of your organisation (K) K – Knowledge S – Skills B - Behaviours Degree apprenticeships are delivered over three teaching blocks: • Teaching Block 1 - September - December • Teaching Block 2 - January - April • Teaching Block 3 - May - August

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.