Description

Fundamentals of Marketing

Description - summary of the module content

Module description

This module is structured around real-world examples, anecdotes and discussions to provide you with a consumer-oriented perspective on Marketing that extends beyond traditional Marketing knowledge in order to help you understand the roles of social and psychological forces in the planning of marketing strategies. It will look at marketing and consumption in the context of globalisation and consider the ethics of marketing practices in relationship to sustainable environments.

This module is the equivalent of BEM1019

Module aims - intentions of the module

This module will provide you with an introduction to the Marketing environment, the marketing mix, marketing management and the role of marketing in a sustainable global society. It will help you to understand how organisations use data for marketing purposes and what this means for advertising, the supply chain and budgets, drawing upon the work of international marketing scholars.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

• 1. Demonstrate an understanding of marketing not just as a management practice but also as a highly influential concept and intersecting with political, economic, technological and societal issues.
• 2. Devise, sustain and justify arguments relating to broader social issues relevant to marketing practice.
• 3. Apply core marketing principles and behavioural theories and recognise their role in marketing decision-making.
• 4. Recognise the importance of studying consumer behaviour for the effective implementation of the marketing concept.

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

• 5. Evaluate the models, theories and concepts commonly used in exploring and understanding marketing practice.
• 6. Apply a range of behavioural concepts and theories in order to justify marketing activity.

ILO: Personal and key skills

On successfully completing the module you will be able to...

• 7. Demonstrate the practical ability to analyse, communicate and present ideas, theories and principles.
• 8. Demonstrate ability to communicate ideas and arguments effectively.
• 9. Demonstrate the ability to research and present material that supports a reasoned and consistent argument.

Syllabus plan

Syllabus plan

• What is marketing?
• The marketing environment.
• Consumer behaviour.
• Segmentation, targeting and positioning.
• Market research.
• Product classification.
• Pricing decisions.
• Supply chain management.
• Integrated marketing communications.
• Promotion
• Ethics and corporate responsibility
• International perspective.
• Marketing of service and not for profit organisations
• Short, topical presentations on issues relevant to marketing.

Learning and teaching

Learning activities and teaching methods (given in hours of study time)

Details of learning activities and teaching methods

Assessment

Formative assessment

Summative assessment (% of credit)

Details of summative assessment

Re-assessment

Details of re-assessment (where required by referral or deferral)

Re-assessment notes

In case of referral or deferral the written examination will form 100% of the module mark as it is impractical to impose a further group report or presentation on other members of the group who have passed.  A referred exam will be capped at 40%.

Resources

Indicative learning resources - Basic reading

Set Text:

Baines, P., Fill, C., Rosengren, S., Antonetti, P. (2017) Fundamentals of Marketing 1^st Ed.OUP: Oxford

ISBN 978-0-19-874857

Indicative learning resources - Web based and electronic resources

http://vle.exeter.ac.uk/course/view.php?id=5004

Module has an active ELE page

Key words search

Marketing, Supply chain management, Consumer behaviour, Marketing research, Pricing, Promotion, Ethics