Core
5
6 ECTS
Spring
None
EC 360
TBD
2017
Marketing: creating and capturing customer value
Company and marketing strategy: partnering to build customer relationships
Analysing the marketing environment
Managing marketing information to gain customer insights
Consumer markets and consumer buyer behaviour
Business markets and business buyer behaviour
Customer-driven marketing strategy: creating value for target customers
Products, services and brands: building customer value
Developing new products and managing the product
Pricing strategies: understanding and capturing customer value
Additional pricing considerations
Marketing channels: delivering customer value
Retailing and wholesaling
Communicating customer value: integrated marketing communications strategy
Advertising and public relations
Personal selling and sales promotion
Direct and online marketing: building direct customer relationships
Creating competitive advantage
The global marketplace
Sustainable marketing: social responsibility and ethics
| Type | Number per Term | Duration | Total Time |
|---|---|---|---|
|
Lectures |
15 | 1.5 | 22.5 |
|
Workshops |
5 | 1.5 | 7.5 |
|
Seminars |
5 | 1.5 | 7.5 |
| Tutorials | 5 | 1.5 | 7.5 |
| Total Guided/Independent Learning Hours | 45.0 | ||
| Total Contact Hours | 105.0 | ||
| Total Engagement Hours | 150.0 | ||
| Type | Number Required | Duration / Length | Weighting | Timing / Submission Deadline |
|---|---|---|---|---|
|
Final exam |
1 |
3 hours |
50% |
Week 17 |
|
Mid-term exam |
1 |
2.5 hours |
20% |
Week 8 |
|
Individual written project |
1 |
2000 words |
20% |
Week 13 |
|
Group project and presentation |
1 |
10 minutes |
10% |
Week 13 |
Intended Learning Outcomes:
To comprehend marketing principles and concepts.
Understanding the importance of marketing in 21st century business recognize their strengths and weaknesses
To be able to practically apply theoretical knowledge from the field of Marketing, recognise problems and apply learned methods and techniques for creating solutions
Describe the importance of a well thought through marketing strategy.
Evaluate the scope of marketing and classify the major functions of a marketing manager
Critically assess marketing concepts in relation to products and services
To identify concepts and principles important for theoretical frameworks in Marketing and to
Teaching and Learning Strategy:
Lectures will be based on the key learning material combined with supplementary resources in order to provide up to date and wide knowledge base for students. (ILO:1-7)
Teaching will be combined with in-depth discussion of various cases necessary to illustrate the theoretical part of course. Examples will be provided for case studies that are of crucial importance for the course. (ILO:1-8)
Individual written project will emphasise development of research skills and ability to theoretically apply the knowledge learned in the classes. (ILO:1-8)
Assessment Strategy:
Midterm exam (ILO:1-4)
Final exam (ILO:1-8)
Individual written project (ILO:1-8)
Group oral project (presentation) (ILO:6)
Practical Skills:
To use knowledge, tools and skills of modern marketing to create a marketing plan.
To use and apply basic tools such as BCG matrix or SWOT for marketing analysis
Ability to classify the basic elements of marketing mix and to apply them successfully on designated case studies
Teaching and Learning Strategy:
Teaching will be a combination of lectures and discussion in class with extensive use of industry examples and case studies (PS:1-3)
Assessment Strategy:
Written Exams (PS:2)
Individual written project (PS:1-2)
Presentation (PS:2-3)
Transferable Skills:
Presentation skills
Communications skills (written and oral)
Analytical skills
Evaluation skills
Teaching and Learning Strategy:
Teaching will be predominantly lectures, with ample use of examples and case studies for class discussion
(TS: 1-4)
Assessment Strategy:
Project assignment (TS: 2-4)
Written examination (TS:2-4)
presentation (TS: 1-2)
Set text
Kotler, P., (2017), Principles of Marketing European Edition, 7th Edition, Pearson
Supplementary Materials
Armstrong, G., Kotler, P., Opresnik, M. (2017), Marketing: An Introduction, Global Edition, Pearson
Masterson, R., Pickton, D., (2014), Marketing: An Introduction, 3rd Edition, Sage Publications
Baines, P., Fill, C., Rosengern, S,(2016), Marketing, 4th Edition, Oxford University Press
CIM, (2017), Chartered Institute of Marketing, [online], http://www.cim.co.uk/ (accessed 23 April 2017)
The Economist, (2017), Marketing, [online], http://www.economist.com/topics/marketing (23 April2017)
Elsevier, (2017), International Journal of Research in Marketing, Open Access, [online], http://www.journals.elsevier.com/international-journal-of-research-in-marketing/open-access-articles (Accessed 23 April 2017)
Fill, C., Turnball, S., (2016), Marketing Communications, Pearson
Please note
This specification provides a concise summary of the main features of the module and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if he/she takes full advantage of the learning opportunities that are provided.
More detailed information on the learning outcomes, content and teaching, learning and assessment methods of each module and programme can be found in the departmental or programme handbook.
The accuracy of the information contained in this document is reviewed annually by the University of Buckingham and may be checked by the Quality Assurance Agency.
Date of Production : April 2017
Date approved by School Learning and Teaching Committee:
Date approved by School Board of Study :
Date approved by University Learning and Teaching Committee:
Date of Annual Review:
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