Overview

This module covers a wide range of topics which include introducing the 7 pillars of marketing (7 Ps: product, price, promotion, place, packaging, positioning and people) and enables students to understand why each pillar is important and how they support the marketing process. This module covers key marketing functions and processes, including segmentation, targeting, and positioning (STP), as well as important theoretical concepts such as SWOT analysis, PESTEL analysis, the Consumer Decision Making Models, Porters Five Forces, and the value proposition offered by the firm. This module introduces students to the roles of the marketing function within organisations and the roots of marketing as a subject. The importance of wider factors such as the environment, culture, and ethics will also be covered.

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. -good -B- to B+ (60-69%): Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills. -excellent -A- to A (70% +):* Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills. -another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.

Learning Outcomes

• Compare and contrast across the strengths and weaknesses of marketing theories, concepts, and frameworks.

• Demonstrate skills linking marketing theory to real life case studies through the creation of an individual portfolio.

• Develop interpersonal skills such as time management, further reading and motivation through self-study.

• Examine changes in the marketing function due to the evolution of technology, changes in consumer needs and wants, and the development of consumer protection laws and ethical standards.

• Understand key marketing theories and their applicability to real life marketing examples.

• Understand the roots and evolution of marketing thought.