BUSI1131: Marketing Principles

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• This module is designed to enable students to understand the key principles of marketing theory and its application in both commercial and non-commercial sectors.
• This module also aims to provide an introduction to marketing practices, where students will begin to appreciate a critical engagement with relevant academic research and case study material. We will go beyond the sole interest of developing knowledge that enables marketing practitioners to maximise the sales of products and services. Students will critically assess marketing principles and concepts in order to develop critical thinking in Marketing and a deeper engagement with Marketing studies. As such the module will provide a foundation for further study and expose students to marketing concepts through the application of case studies as well as up-to-date academic research and practice.
• The module also aims to provide students with an understanding of how marketing works in practice, taking into account the context (domestic or international), culture, market characteristics and trends.

• Consumer behaviour and decision-making
• Market segmentation, target marketing and profiling consumers
• Marketing strategy and planning
• Brands, Branding and positioning
• Marketing of products, services and experiences
• Distribution channels, retailing, and the retail environment
• Marketing communications: Communications Theory; integrated marketing communications campaigns
• Pricing
• Sustainability and ethics in marketing.

Subject-specific Knowledge:

• Demonstrate an understanding of core marketing concepts and principles
• Analyse market opportunities and select and justify appropriate marketing approaches
• Discuss and evaluate the role marketing plays in supporting a brand's marketing objectives
• Gain knowledge and understanding of the relationship between marketing and consumer behaviour and evaluate how these are affected by new technology
• Gain knowledge and understanding of planning aspects of marketing and evaluate the effects of various contexts
• Identify and analyse social and ethical issues relating to marketing policies, procedures and practices.

Subject-specific Skills:

• Have developed expertise in understanding the key marketing concepts and principles
• Be able to take a critical perspective towards standard marketing concepts and principles to reappraise their effectiveness and relevance in the light of contemporary marketing issues, including the digitisation of communications technology, the fragmentation of consumer markets, and, the increasingly consumer-driven character of digital marketing activity.

Key Skills:

• Effective written and oral communication skills
• Planning, organising and time management skills
• Problem solving and analytical skills
• The ability to use initiative.

• The module will be taught in a combination of a weekly 2 hour workshop and 1 hour per week of preparatory asynchronous online learning activities covering core concepts. Workshops will include a balanced mix of group work, case studies, and discussions. They will also be used as a focus for student led material to be provided to the module cohort. Sets of independent learning activities (posted online) will also be available on a weekly basis - designed to further consolidate students knowledge and understanding. This flipped classroom approach, encourages greater levels of interaction and collaboration, thus facilitating a deeper understanding of the module content and enabling the learning outcomes to be met.
• The summative assessment, by individual written assignment, is designed to test students' acquisition of subject specific knowledge and understanding of the range of subject matter that has been introduced during the module.
• The summative assessment is an individual assignment of 3000 words, designed to test students' acquisition of subject specific knowledge and understanding of the range of subject matter that has been introduced during the module.

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