Core Module Information
Module title: Essentials of Marketing

SCQF level: 07:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT07104
Module leader: Paul Naughton
School The Business School
Subject area group: Marketing

There are no pre-requisites for this module to be added

Description of module content:

This module aims to provide you with an introduction to the core principles of marketing and its importance within contemporary business practice. In doing so, the module explores a number of key issues including the role of effective marketing planning and implementation, the influence and importance of the macro and micro business environment, the importance of marketing research and understanding consumer behaviour, the importance of segmentation, targeting and positioning, and the overall process involved in the creation, delivery and management of customer value (i.e., the Marketing Mix). You are required to critically engage with the course material to formulate and communicate independent arguments regarding the strategic implications of various forms of marketing practice. You are also encouraged to problematise and critically reflect upon the societal impact of marketing.

Learning Outcomes for module:

LO1 Describe the kinds of activities conducted by marketers.
LO2 Discuss key marketing concepts and techniques.
LO3 Understand how to apply marketing concepts and techniques in various situations and business contexts.
LO4 Demonstrate the ability to work effectively in a group.
LO5 Demonstrate the ability to communicate orally in a professional manner
LO6 Recognise the impact of marketing and business activities on society

Full Details of Teaching and Assessment
2023/4, Trimester 1, FACE-TO-FACE,
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Member of staff responsible for delivering module: Paul Naughton
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Learning Log 10 1,2,6
Learning Log 10 3
Oral Presentation 30 3,4,5 HOURS= 15.00
Class Test 20 1,2,3.6 6
Class Test 30 13
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
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