Core Module Information
Module title: Principles and Practice of Marketing (Hong Kong)

SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT11908
Module leader: Paul Naughton
School The Business School
Subject area group: Marketing
Prerequisites

N/A

Description of module content:

Marketing as a philosophy, a function, an activity; Characteristics of consumer and organisational markets; Marketing strategy; Segmentation, targeting and positioning; Marketing information systems and marketing research; Product; Price; Place; Promotion; Marketing services (process, people, physical evidence); Non-business marketing; Current issues in, and approaches to marketing

Learning Outcomes for module:

LO1 Identify, understand and critique the role and function of marketing within both "for-profit" and "not-for-profit" organisations.
L02 Comprehensively and critically examine key marketing concepts, models, and processes, with special reference to marketing strategy and planning.
LO3 Analyse internal and external marketing problems, using the cognitive skills of critical thinking and synthesis, within macro- and micro- organisational environments.
LO4 Evaluate, adapt 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
2021/2, Trimester 3, FACE-TO-FACE,
VIEW FULL DETAILS
Occurrence: 003
Primary mode of delivery: FACE-TO-FACE
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Paul Naughton
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 (Summative/formative)
LO1-5 Continuous self-assessment with diagnostic feedback, formative (individual assignment relating to formal marketing analysis and/or recommendation for a specific organisation ) and summative (examination)
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 Both areas are critiqued through the lens of societal marketing theory and implications assessed
Internationalisation
LO1-5 Lectures, tutorials, discussions, seminars, individual and group, case studies, practical marketing exercises and web-based resources presenting the problems, opportunities and challenges of internationalisation and globalisation are developed on an integrated basis throughout the module with local Asian examples being used, as appropriate, as well as EU and US examples, to meet the needs of the students.


Formative Assessment:
Tutorial Tasks related to Lecture content


Summative Assessment:
Individual Report worth 50%
Exam worth 50%

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Seminar 15
Independent Learning Guided independent study 168
Face To Face Centrally Timetabled (Digital) Exam 2
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 3 - 5 5 HOURS= 0, WORDS= 3000
Centrally Time Tabled Examination 50 1 - 5 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2022/3, Trimester 1, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Paul Naughton
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 (Summative/formative)
LO1-5 Continuous self-assessment with diagnostic feedback, formative (individual assignment relating to formal marketing analysis and/or recommendation for a specific organisation ) and summative (examination)

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 Both areas are critiqued through the lens of societal marketing theory and implications assessed

Internationalisation
LO1-5 Lectures, tutorials, discussions, seminars, individual and group, case studies, practical marketing exercises and web-based resources presenting the problems, opportunities and challenges of internationalisation and globalisation are developed on an integrated basis throughout the module with local Asian examples being used, as appropriate, as well as EU and US examples, to meet the needs of the students.

Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Seminar 15
Independent Learning Guided independent study 168
Face To Face Centrally Timetabled (Digital) Exam 2
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 3,4,5 5 , WORDS= 3000
Centrally Time Tabled Examination 50 1,2,3,4 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100
2022/3, Trimester 2, Face-to-Face,
VIEW FULL DETAILS
Occurrence: 002
Primary mode of delivery: Face-to-Face
Location of delivery: HONG KONG
Partner:
Member of staff responsible for delivering module: Paul Naughton
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 (Summative/formative)
LO1-5 Continuous self-assessment with diagnostic feedback, formative (individual assignment relating to formal marketing analysis and/or recommendation for a specific organisation ) and summative (examination)
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 Both areas are critiqued through the lens of societal marketing theory and implications assessed
Internationalisation
LO1-5 Lectures, tutorials, discussions, seminars, individual and group, case studies, practical marketing exercises and web-based resources presenting the problems, opportunities and challenges of internationalisation and globalisation are developed on an integrated basis throughout the module with local Asian examples being used, as appropriate, as well as EU and US examples, to meet the needs of the students.


Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 15
Face To Face Seminar 15
Independent Learning Guided independent study 168
Face To Face Centrally Timetabled (Digital) Exam 2
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 50 3 - 5 5 HOURS= 0, WORDS= 3000
Centrally Time Tabled Examination 50 1 - 4 14/15 HOURS= 2, WORDS= 0
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
Contact your module leader