Modules

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
Prerequisites

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:

Upon completion of this module you will be able to

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
2026/7, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
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)NESH Description
Face To Face Lecture 10 10 Marketing topics related to the assigned Smarkbook readings.
Face To Face Tutorial 20 Flipped classroom activities supported by an academic tutor. Students will have an opportunity to get feedback on their progress and discuss challenges with tasks and assessments.
Online Guided independent study 170 You are expected to engage in independent study over the course of this module. This includes conducting your own secondary research for the presentation assessment (assessment 1) and preparing for the class test (assessment 2).
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Portfolio 10 1~2~6 Week 11 , WORDS= N/A The module leader assigns 10 tracked smartbook readings from the McGraw-Hill Connect learning platform where you will answer 10 concept checking questions and receive instant feedback on your performance. The readings are related to topics covered each week and you will facilitate flipped-classroom teaching in the lectures and tutorials.
Portfolio 10 3 Week 10 , WORDS= 40 minutes The module leader assigns two mini marketing simulations from the McGraw-Hill Connect learning platform. This activity offers you the opportunity to apply theory in simulated real-life scenarios. The simulations are completed in the tutorials with tutor support.
Oral Presentation 30 3~4~5 Week 8 HOURS= 15 Minutes The in-person group oral presentation requires you to apply relevant marketing theories and concepts to an organisation of your choice. This assessment evaluates your understanding of marketing theory and practice while providing an opportunity to develop key transferable skills, including public speaking, teamwork and interpersonal communication, as well as personal skills such as time management, confidence, and effective body language.Students are normally expected to complete and deliver the presentation in person as part of a group. However, students with an approved learning profile or relevant support plan that identifies a need for an alternative mode of assessment may be offered the option to submit a recorded presentation instead. Any alternative assessment arrangements will be considered by the module leader in accordance with University policies.
Class Test 50 1~2~3~6 Week 12 HOURS= 50 Minutes The MCQ class test will take place at the end of the trimester and will assess knowledge of all module content.It will be an on-campus, invigilated, open-book examination delivered via the module Moodle page. You will complete the test on a computer during the scheduled session.
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Essentials of Marketing
 

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