Marketing Principles and Contemporary Practice

Cod y Modiwl: AB17120
Teitl y Modiwl: Marketing Principles and Contemporary Practice
Blwyddyn Academaidd: 2027/2028
Semester: Semester 2
Cyd-gysylltydd y Modiwl: Dr Matthew Price
Rhestr Ddarllen: Gweld ar Aspire
Staff Eraill sy'n Cyfrannu: Dr Kyriaki Remoundou; Dr Julie Jones; Professor Michael Christie; Dr Aloysius Igboekwu; Dr Sarah Lindop; Mr Fayedh Ayub; Dr Maria Plotnikova; Ms Megan Williams; Mr Tim Bennett-Gillison; Professor Homagni Choudhury; Dr Mandy Talbot; Dr Wyn Morris; Dr Lyndon Murphy; Dr Shafiul Azam; Dr Jonathan Fry; Mrs Nerys Fuller-Love

Dulliau Asesu

Math o Asesiad	Manylion Asesiad	Cyfran
Asesiad Semester	Online MCQ test: 1 Awr	20%
Asesiad Semester	Group presentation: 12 Minutes	20%
Asesiad Semester	Individual written assignment: 2000 Words	60%
Asesiad Ailsefyll	Online MCQ test: 1 Awr	20%
Asesiad Ailsefyll	Individual presentation: 4 Minutes	20%
Asesiad Ailsefyll	Individual written assignment: 2000 Words	60%

Canlyniadau Dysgu

Wedi cwblhau'r modiwl dylai'r myfyrwyr fedru:

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.

Disgrifiad cryno

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.

Cynnwys

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

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

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

PRINCIPLES OF RELATIONAL MARKETING
• Branding Decisions
• Managing Relationships and Customer Experiences
• Business-to-Business Marketing
• Not-for-Profit Marketing

CRITIQUE AND CHANGE IN MARKETING PRACTICE
• Digital and Social Media Marketing
• Marketing, Sustainability, and Ethics
• Critical and Postmodern Perspectives in Marketing

Sgiliau Modiwl

Math o Sgiliau	Manylion Sgiliau
Cyfathrebu	Develop communications skills including discussion and listening skills. Improve literacy skills by reading and writing about marketing.
Datblygu personol a chynllunio gyrfa	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.
Datrys Problemau	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.
Gwaith Tim	Understand the concept of group dynamics, contribute effectively and participate in group discussions and group presentation.
Gwella dysgu a pherfformiad ei hun	Devise and apply realistic self-learning strategies, review and monitor overall performance, be aware of time management techniques.
Rhifedd	Analysis of company reports and other numerical data.
Sgiliau pwnc penodol	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.
Sgiliau ymchwil	Carry out research into current thinking in the areas of marketing. Identify relevant source material and journal articles for assignments.
Technoleg Gwybodaeth	Use a range of commonly used software packages. Present information and data. Use email /internet appropriately and effectively.

Nodau

Mae'r modiwl hwn yn cydymffurfio a FfCChC Lefel 4