Principles of Marketing

Module Title	Principles of Marketing
Module Code	25-5032-00S
Semester of Delivery	See Module Information Tables
Mandatory/Elective/Option	See Module Information Tables
Level	5
Credit Points	20
Assessment Mode Weighting	Coursework	25%
	Examination	75%
Pre-requisites	None
Co-requisites	None
Class Contact Hours
Average Weekly	2.5
Directed Learning
Average Weekly	10
Module Leader	Jeanette Baker
	Sheffield Business School
Module Banding	A
Approval Status	Validated

Rationale

The application of marketing principles is essential to the long term prosperity of organisations. Marketing co-ordinates the relationships that businesses have with existing and potential customers/clients and the external environment.

For this reason, an understanding of marketing principles is important for all business and finance students.

 

Summary of Aims

1 To give students an understanding of the principles of marketing and the ability to apply these to a variety of private and public sector organisations.

2 To enable students to assist in the maximisation of an organisation's performance and their own careers post-university.

 

Anticipated Learning Outcomes

On completion of this module, the student should be able to:

1 Demonstrate familiarity with marketing terminology.

2 Explain a range of concepts and models at the disposal of marketing management.

3 Analyse given business situations to devise suitable marketing responses.

4 Formulate operational marketing programmes

 

Assessment and Feedback Strategy

The module will be assessed by a combination of coursework and examination.

The coursework element will be an individual piece of work addressing a given assignment question. This will be issued at the beginning of the module and will be due on a given deadline. The mark plus written feedback will be available to students prior to the end of the session in which the module runs.

The examination will be a single paper at the end of the module. This will include a compulsory case study question designed to test the student's appreciation of theoretical concepts and their ability to apply these to a practical situation.

 

Module Assessment Criteria

Learning Outcome	Assessment Criterion	Level descriptors
		Fail	Pass	2.2	2.1	First
Outcome 1	Use of marketing terminology (c/w & exam)	Does not use or uses inappropriately	Some use of terminology. Lacks fluency or conviction	Reasonable use of appropriate terminology	Appropriate terminology used throughout	Fluent and comprehensive use
Outcome 2	Understanding of relevant concepts & models (c/w & exam)	Inadequate or confused understanding of concepts & models	Some understanding of relevant tools. Limited depth.	Reasonable understanding of appropriate models & concepts	Thorough understanding shown	Comprehensive & insightful level of understanding
Outcome 3	Ability to analyse given situation and devise suitable responses (exam)	Incomplete or inappropriate analysis. Lack of application	Some relevant application. Limited application.	Analysis shows good level of understanding. Reasonable application	Detailed, appropriate analysis showing high level of understanding & application	Extensive analysis showing exceptional insight. Thoroughly and appropriately applied
Outcome 4	Formulating suitable operational responses (exam)	Lack of, or inappropriate, operational recommendations	Incomplete recommendations or limited linkage to prior analysis	Broad proposals with some supporting justification	Detailed operational proposals clearly stemming from strategic analysis	Comprehensive proposals, fully justified, evaluated and wholly relevant
Outcome 5	Evidence of reading outside of module materials (c/w & exam)	Little or no evidence of additional reading	Some additional material introduced	Appropriate use of a reasonable amount of further material	Introduction of wide range of additional supporting material	Appropriate use of a comprehensive range of relevant additional material

 

The student will show evidence of:

1. Familiarity with appropriate marketing terminology
2. An understanding of relevant concepts and models
3. The ability to analyse given business situations and devise suitable marketing responses
4. Formulating suitable operational marketing plans
5. Further unsupervised background reading/research

 

Teaching and Learning Strategy and Methods

Lectures will be used to introduce key concepts and offer wider directed reading.

The nature of this module places particular emphasis upon the student's participation in the seminar programme which is designed to allow the exploration of critical concepts and their application to a variety of situations.

 

Indicative Content

• Introduction to marketing, marketing planning and buyer behaviour.
• Managing the marketing mix.
• Marketing of services.
• Marketing strategies.
• Relationship marketing.
• The role of innovation for competitive advantage.
• Segmentation, targeting and positioning in consumer and organisational markets.
• Market research. Primary and secondary data.
• International marketing. An overview of the global perspective.