Gwybodaeth Modiwlau

Module Identifier
Module Title
Marketing Principles and Contemporary Practice
Academic Year
Semester 2
Reading List
Other Staff

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment 1 Hours   Online MCQ test  20%
Semester Assessment Group presentation  12 Minutes  20%
Semester Assessment Individual written assignment  2000 Words  60%
Supplementary Assessment Individual presentation  4 Minutes  20%
Supplementary Assessment Individual written assignment  2000 Words  60%
Supplementary Assessment 1 Hours   Online MCQ test  20%

Learning Outcomes

On successful completion of this module students should be able to:

Identify the basic principles of Marketing's '4Ps' and of their integration in a 'marketing mix' that determines the competitive positioning of a product.

Explain analytical models of the consumer buying process and assess their implications for solutions to B2C marketing problems.

Discuss marketing practice and its role in organisational strategy including new proposition development and innovation.

Discuss marketing problems by applying the principles of market segmentation, targeting and positioning.

Identify and discuss the principles of marketing communications including digital and social media marketing.

Explain analytical models of the business buying process and assess their implications for solutions to B2B marketing problems.

Identify and discuss common social, environmental and ethical criticisms that are commonly directed at the marketing discipline.

Describe the inter-disciplinary nature of marketing as an academic study of practice, for example, the behavioural sciences, international business.

Assess the limitations of simple marketing principles, and identify other challenging issues that must be addressed by marketing academics and practitioners.

Brief description

This module introduces students to a range of marketing essentials and contemporary forms of marketing, including; the marketing mix, segmentation, branding, consumer behaviour, digital marketing, supply-chain management and marketing communications. The module also aims to develop understanding of the history and nature of marketing as a core business discipline and academic subject, and of how marketing knowledge can be applied to real world phenomena and problems in business and society.


• Marketing Principles and Society
• Consumer Buying Behaviour
• Marketing Research and Customer Insight

• Marketing Environment
• Marketing Strategy
• Market Segmentation and Positioning
• International Market Development

• Innovation and New Proposition Development
• Price Decisions
• An Introduction to Marketing Communications
• Managing the Communications Mix
• Marketing Channels and Retailing

• Branding Decisions
• Managing Relationships and Customer Experiences
• Business-to-Business Marketing
• Not-for-Profit Marketing

• Digital and Social Media Marketing
• Marketing, Sustainability, and Ethics
• Critical and Postmodern Perspectives in Marketing

Module Skills

Skills Type Skills details
Application of Number Analysis of company reports and other numerical data.
Communication Develop communications skills including discussion and listening skills. Improve literacy skills by reading and writing about marketing.
Improving own Learning and Performance Devise and apply realistic self-learning strategies, review and monitor overall performance, be aware of time management techniques.
Information Technology Use a range of commonly used software packages. Present information and data. Use email /internet appropriately and effectively.
Personal Development and Career planning Students will be able to use the skills learnt in this module to enhance their career opportunities. They will also be aware of the importance of organizing and managing sources of knowledge.
Problem solving Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational proposal in response to problem.
Research skills Carry out research into current thinking in the areas of marketing. Identify relevant source material and journal articles for assignments.
Subject Specific Skills Students will be aware of the importance of organizing and managing sources of knowledge and keeping up to date with the latest developments in marketing.
Team work Understand the concept of group dynamics, contribute effectively and participate in group discussions and group presentation.


This module is at CQFW Level 4