Module Information

Module Identifier
Module Title
Academic Year
Semester 1
MM10120 must be passed with a mark of 40 or better to proceed to Part 2 of a single, joint or major degree in Marketing
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 2 one hour lectures per week
Seminars / Tutorials 3 seminars per student


Assessment Type Assessment length / details Proportion
Semester Exam 2 Hours   Unseen written examination  80%
Semester Assessment Seminar participation, written and oral contribution  20%
Supplementary Exam 2 Hours   Unseen written examination  100%

Learning Outcomes

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

* Demonstrate knowledge and understanding of Marketing practice and of its role in organisations

* Describe and illustrate the inter-disciplinary nature of Marketing as an academic study of practice

* Evaluate social, environmental and ethical criticisms that commonly are directed at Marketing

* Apply analytical models of the consumer buying process and assess their implications for solutions to B2C Marketing problems

* Apply analytical models of the business buying process and assess their implications for solutions to B2B Marketing problems

* Analyse strategic Marketing problems by applying the principles of market segmentation, targeting and positioning

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

* Evaluate the limitations of simple Marketing principles, and identify some of the more challenging issues that must be addressed by Marketing academics and practitioners


This module introduces students to the principles of Marketing, both as practice and as academic study of practice.

Brief description

The module discusses the practice of Marketing, and the multidisciplinary nature of Marketing as academic study of practice. In addition to considering the role of Marketing within organizations, its role in the wider economy and society is also considered.


  • The nature of Marketing: practice and the academic study of practice
  • The Marketing environment
  • Social responsibility and ethics in Marketing
  • Consumer buying behaviour
  • Business buying behaviour
  • Market segmentation, targeting and positioning
  • Product design and branding
  • Pricing
  • Promotion
  • Place
  • Where Marketing goes from here: relationships; management; contexts

Module Skills

Skills Type Skills details
Application of Number Insignificant in this module.
Communication Students will develop written communication skills when submitting written work for seminars and in the exam. Listening and speaking skills will be developed in lectures and seminars.
Improving own Learning and Performance Students will need to devise and apply realistic learning and self management strategies.
Information Technology Students will be expected to use a word-processor to prepare their written work for seminars. Students will be expected to use e-mail and Blackboard.
Personal Development and Career planning Marketing is a subject that is strongly related to practice, and so it is inevitable that students will develop knowledge and communication skills relevant to career planning.
Problem solving In lectures and in seminars students will be presented with simple cases of situations that Marketing managers or regulators might face, and be asked to suggest alternative solutions and decide which is best.
Research skills Students develop library search skills, for use in writing coursework.
Subject Specific Skills Students will develop cognitive skills in framing problems from a Marketing perspective. They will develop oral and written communication skills in the use of specifically-Marketing concepts and language.
Team work No team work is required in this module.

Reading List

Recommended Text
(2005.) Principles of marketing /Philip Kotler ... [et al.]. 4th European ed. Financial Times Prentice Hall Primo search Blythe, J (2005) Essentials of Marketing 3rd Edition Prentice Hall Primo search Blythe, Jim. (2006.) Principles & practice of marketing /Jim Blythe. Thomson Primo search Brassington, Frances. (2007.) Essentials of marketing /Frances Brassington, Stephen Pettitt. 2nd ed. Prentice Hall Financial Times Primo search Brassington, Frances. (2006.) Principles of marketing /Frances Brassington, Stephen Pettitt. 4th ed. Prentice Hall Primo search Dibb, S, L Simkin, W M Pride and O C Ferrell (2006) Marketing: Concepts and Strategies Houghton Mifflin Primo search Hoffman, K et al (2003) Marketing Best Practices 2nd Edition Thomson Primo search Jobber, David (c2007.) Principles and practice of marketing /David Jobber. 5th ed. McGraw-Hill Education Primo search European journal of marketing. (Selected articles) MCB Publications Ltd. Harvard Business Review (Selected articles) Primo search Marketing Week (Contemporary issues of this periodical) Primo search


This module is at CQFW Level 4