MARKETING - 2024/5

Module Overview

This module is designed to provide MSc students with a rigorous theoretical framework for analysing and understanding Marketing in national and interantional contexts.  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, consumer behaviour, marketing strategy, marketing planning, tactics and operations, and the growing influence of technology.

Module provider

Surrey Business School

Module Leader

SAJJAD Farhana (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Indicative content includes:

• Marketing Environment


• Consumer Behavior


• Segmentation, Targeting and Positioning


• Marketing tactics and channels


• Relationship Marketing


• Marketing Research

Assessment pattern

Alternative Assessment

For Group Presentation: Individual assignment   

Assessment Strategy

Summative Assessments:

Coursework 1: GROUP PRESENTATION 

The first assignment is a group work presentation where students are required to conduct a situational analysis of a real-world brand based on primary and secondary research and insights analysis. The assignment submission is a presentation in PowerPoint (or similar format). General feedback on coursework performance will be available via SurreyLearn.

 

Coursework 2: INDIVIDUAL MARKETING STRATEGY REPORT 

The second assignment is an individual report where students are requested to analyse a real-world brand marketing strategy. General feedback on coursework performance will be available via SurreyLearn.

 

The two assessments are designed to demonstrate;

• a wide range of  knowledge and application of marketing theories and concepts


• the ability to investigate marketing strategies and present findings in a logical and coherent manner


• the ability to define complex marketing problems and make suitable recommendations.

 

Formative assessment and feedback

Prior to the assignments, seminar time will be spent discussing the assessments and feedback process. Ongoing feedback will be provided on SurreyLearn and verbally in tutorials. Students will be given indications of achievement in relation to the assessment criteria published with the brief in week one.

 

Module aims

• To examine Marketing strategies employed by businesses in national and international contexts.
• To develop an understanding of the key theoretical concepts of Marketing
• To apply Marketing concepts to real business cases

Learning outcomes

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.

Lectures and Seminars. The seminars will be based on Marketing cases studies and will give students practical understanding of current issues.

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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM017

Other information

Employability – The module is designed to provide students with a working knowledge of practices and approaches which can be transferable to professional settings. Students are equipped with theoretical and practical problem-solving skills, and transferable competencies that allow them to analyse and explain marketing cases.

Global and Cultural Capabilities – Students will have an opportunity to interact with others while working on the group project and will therefore benefit from the cultural diversities of the student body.

Resourcefulness and Resilience – Students will be offered both in-class and written feedback (for assessed components) designed to develop and enhance their analytical, communication, team-work and problem-solving skills, which would make them more adaptable in the workplace. Moreover, students in their team works and during seminars will be sharing practices and experience, providing support and empathy, and supporting each other practically. Through these approaches, students can develop their own resourcefulness and building their own confidence and self-efficacy.

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 2024/5 academic year.