Modules

Core Module Information
Module title: Marketing (ENUIC)
SCQF level: 07:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: ENI07139
Module leader: Jiayu Zhang
School ENU International College
Subject area group: ENUIC - Generic - Business School
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

The module aims to introduce students to the theory and practice of marketing and marketing management as a business activity.The module content includes the following:• Key theories of marketing management• Market dynamics• Market Environment• Market Research• Segmentation• Consumer behaviour• Marketing Mix? Product? Price? Promotion? PlaceIn-sessional English support is integrated throughout delivery, with weekly pre-module sessions developing subject-specific vocabulary, lexis, and academic phrases, and post-module sessions providing consolidation through comprehension checks, summarising, and strategy-building activities. This wraparound model ensures learners can access, engage with, and reflect on content confidently while developing the language and academic skills necessary for progression.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Demonstrate an awareness of the key fundamental areas of marketing management theory

LO2: Demonstrate an understanding of the theoretical underpinning of Marketing Management theory and be able to conceptually relate this to practical situations

LO3: Demonstrate an ability to use the skills needed to conduct a professional oral presentation
Full Details of Teaching and Assessment
2025/6, Trimester 2, In Person,
VIEW FULL DETAILS
Occurrence: 139
Primary mode of delivery: In Person
Location of delivery: MERCHISTON
Partner:
Member of staff responsible for delivering module: Jiayu Zhang
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Seminar 60 Active engagement with the topic is encouraged through discussion, questions and answers and brief individual tasks to check understanding. To reinforce material introduced, developed and discussed in the seminars, workshop sessions are organised by the tutor to provide opportunities for students work within groups to respond to practical tasks involving application of the marketing theories and practice which they been have studied to real-life business situations
Online GROUPIND_STUDY 50 Preparation for assignments set as part of the formative assessment through which students demonstrate their knowledge and understanding of topics studied and on which they are able to receive detailed and supportive feedback from their tutors and fellow students. Absorption and careful consideration of this feedback is an important part of this activity. Summative assessments are prepared for in the same way at key times during the terms of study and at the end of the module.
Face To Face Project Supervision 10 Support sessions are available to students who wish to receive further guidance on topics or concepts in the study of Marketing which they find difficult. These sessions may be run by college staff or members of the centrally-based student support team. They take the form of weekly face to face work but may also take place on line and be supported by additional on line material available via Moodle.
Independent Learning Guided independent study 80 Students will have tasks set them as preparation for seminars and workshop sessions. These typically involve background reading from recommended texts and articles which help them be ready for detailed consideration of upcoming topics in their study of marketing theory and practice. Students are expected to come to seminars with notes taken from the preparatory reading set.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 40 2~3 Week 7 HOURS= 20 minutes Principles and Practice of MarketingGroup presentation followed by a discussion on the principles and practice of Marketing. Members of the group are allocated a share in the presentation in order to allow them to demonstrate their oral presentation skills. Contribution to the discussion will also be assessed. Week 7
Class Test 60 1~2~3 Week 10 HOURS= 90 minutes An unseen, time-constrained examination drawing on all aspects of the module and focussed on the role and activities of marketing management within a business. Week 10
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
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