MARKETING PRINCIPLES - 2017/8

Module code: MAN1075

Module provider

Surrey Business School

Module Leader

RIBEIRO MA Dr (Hosp & Tour)

Number of Credits

15

ECT Credits

7.5

Framework

FHEQ Level 4

JACs code

N500

Module cap (Maximum number of students)

N/A

Module Availability

Semester 2

Overall student workload

Independent Study Hours: 117

Lecture Hours: 22

Seminar Hours: 11

Assessment pattern

Assessment type Unit of assessment Weighting
Examination MULTIPLE-CHOICE EXAMINATION (1.5 HOURS) 50
Coursework GROUP VIDEO 50

Alternative Assessment

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

Prerequisites / Co-requisites

None

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 aims

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.

Learning outcomes

Attributes Developed
Demonstrate an understanding of core marketing principles. K
Practically apply marketing models, theories and concepts KT
Successfully access and analyse information from a wide range of resources. C
Identify and evaluate marketing objectives and strategies KC
Organise and communicate ideas clearly PT
Show an awareness of key marketing issues K

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

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

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.

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:


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.

Reading list

Reading list for MARKETING PRINCIPLES : http://aspire.surrey.ac.uk/modules/man1075

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Accounting and Finance BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Computing and Information Technology BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Business Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Business Management MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Event Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Hospitality and Tourism Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management and French BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management and German BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management and Spanish BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business and Retail Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business and Retail Management MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Hospitality Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Hospitality Management MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Tourism Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management (Entrepreneurship) MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management (HRM) MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Liberal Arts and Sciences BA (Hons)/BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
Business Management (Marketing) MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management (Entrepreneurship) BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management (HRM) BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
Business Management (Marketing) BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Tourism Management MBus 2 Compulsory A weighted aggregate mark of 40% is required to pass the module

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 2017/8 academic year.