Modules

Core Module Information
Module title: Principles and Practice of Marketing
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT11108
Module leader: Mavis Gutu
School The Business School
Subject area group: Marketing
Prerequisites

N/A
Timetables
Description of module content:

The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application.
The module covers:
1. Marketing environment
2. Marketing Strategy and objective setting
3. Marketing communications
4. Understanding Products
5. Pricing strategies
6. Logistics and distribution
7. Services marketing
8. Sustainability
9. Planning and control.
By studying Principles and Practices of Marketing you will learn how to make marketing decisions across an organisation, and how to devise and implement a marketing plan for a product / service of your choice.


Learning Outcomes for module:

LO1: Identify, understand and critique the role and function of marketing within organisations and society.
L02: Comprehensively and critically examine key marketing concepts, models, and processes.
LO3: Use critical thinking to analyse marketing problems within macro- and – micro organisational environments.
LO4: Evaluate and apply relevant and appropriate marketing theory and analytical and conceptual frameworks to different marketing contexts .
LO5: Generate and select alternative solutions to identified marketing problems using effective problem solving and decision making skills.
Full Details of Teaching and Assessment
2022/3, Trimester 1, BLENDED, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: BLENDED
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Elaine Mercer-Jones
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The Learning and teaching approach has been designed facilitate your engagement with marketing's key principles and practices.
The teaching approach takes the form of a three-hour interactive workshop, comprising a lecture (with Panopto recording for revision purposes) and interactive tutorial. The module follows the "Situation- Objectives - Strategy - Target - Actions - Controls'
structure of the assessment you will be undertaking, and as such your learning is directed towards this, and towards LOs 1-5 at all times. Workshop teaching methods include discussions and debates about ideas covered in the lectures, short exercises, short
case studies, applied groupwork, watching and discussing short films and adverts, quizzes, reflection on students' own experiences of marketing, and the presentation and discussion of your own marketing ideas. This diverse range of teaching approaches results
in a dynamic teaching and learning environment. It ensures that students of all backgrounds are able to engage and participate, and showcases the dynamic and creative nature of marketing. All class exercises are designed to foster the development of your critical
thinking skills. We encourage the verbal presentation of arguments, team working, co-operation and consideration of the views of others - all skills essential in the modern business world. LOs 1-5 require you to develop a detailed knowledge of the theory and
practice of marketing, and the dynamic workshop approach is focussed on achieving this.
To achieve all Learning Outcomes you are required to actively participate and engage with the workshops on a weekly basis. You are required to undertake independent reading when directed to do so, to attempt
class exercises and think about your own experiences of marketing. You should also be willing to share your ideas with others. Attendance, participation, and independent reading is essential if a high standard of work is to be achieved.

Formative Assessment:
Formative feedback will be available to you throughout the workshops to support your learning and help you achieve the five learning outcomes. Your participation in class exercises will enable the module team to evaluate your understanding and application of concepts and ideas and provide feedback in real time.

You are also encouraged to start work on your assessment early, and to share your ideas with the module team via email or during class time. In week 6 you will be given an opportunity to share the content page of your report and you will be provided with a high quality feedback within 3 weeks. However, you must be proactive in this regard.

Summative Assessment:
The final (summative) assessment is a 4000 word marketing plan undertaken in pairs. Working in pairs allows you to discuss your ideas with one of your peers, developing your thoughts and approaches in consultation with each other whilst learning how to negotiate, and manage your time. Group work and working with peers is essential in business.
The 4,000 word summative assignment is a marketing plan for the launch for first six months of the product or service of your choice. The structure of the assessment follows the structure of the module, and in its entirety is designed to address LOs 1-5.
You will start by critically reviewing the micro and macro environment, before launching your product or service, deciding on strategy, logistics, pricing and communications, and using appropriate mechanisms for measuring expected outcomes. You will be able to discuss your ideas, the appropriateness of your chosen product or service, and your developing assessment, with your lecturer during the workshops.
Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Tutorial 12
Face To Face Practical classes and workshops 12
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 100 1,2,3,4, 5 13 HOURS= 00.00, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100
2022/3, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Mavis Gutu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
Learning and teaching aligned to relevant LOs
LO1-4 Teaching inputs are delivered using a variety of methods and media to ensure that content is delivered in a valid, effective, efficient and challenging manner to maximise student engagement and activity in their own learning.

Embedding of employability/PDP/scholarship skills
LO5 Embedding the praxis between marketing theory and practice, by applying marketing theory specifically and directly, to identified marketing issues and problems and generating justified recommended strategies and action plans reports for improvement, thereby developing academic and professional skills jointly.

Assessment (formative and summative)
LO1-5 Continuous self-assessment with diagnostic feedback. Formative feedback opportunities through workshop delivery strategy. Summative assessment in the form of a critical review of marketing practice and proposals for future marketing practice.

Research/teaching linkages
LO1-5 Team members are actively and continuously involved in both scholarly and professional development activities in relation to the interplay between marketing subject content and pedagogy, with one informing the other, which is evident throughout the whole module.

Supporting equality and diversity
LO1-5 All materials are available via Moodle to take account of different learning needs and styles

Internationalisation
LO1-5 Lectures, tutorials, discussions, seminars, individual and group, case studies, practical marketing exercises and web-based resources present the problems, opportunities and challenges of the internationalisation and globalisation are developed on an integrated basis throughout the module with examples being used, as appropriate, from all over the world to meet the needs of the students

Formative Assessment:
Formative feedback opportunities within workshop environments. Students will present and discuss their progress within the open environment and recieve actionable feedback from peers and tutors.

Summative Assessment:
In pairs, students will submit a 4,000 word report critically reviewing the micro and macro environment, before launching a product of service of their choice, deciding on strategy, logistics, pricing and communications, and using appropriate mechanisms for measuring expected outcomes. Students will have free choice of product or service to bring to market.

Upon successful completion of the module, and through the critical review element of the assessment, the student will demonstrate the importance of the role of marketing within their chosen organisations (LO1-4). Knowledge, understanding and application of key marketing theories and concepts (e.g. environmental scanning, strategy, marketing management, objective setting and measurement etc.) will be demonstrated throughout (LO2-4). FInally, through the forwarded proposals, the student will demonstate their knowedlege, understanding, and application of marketing theory and practice (LO2-4) and generate a marketing plan to respond to the current markeiting situation (LO5).

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


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 100 1,2,3,4, 5 13 HOURS= 00.00, WORDS= 4000
Component 1 subtotal: 100
Component 2 subtotal: 0
Module subtotal: 100

Indicative References and Reading List - URL:
Principles and Practices of Marketing
 

Related information