Fundamentals of Marketing

Module title	Fundamentals of Marketing
Module code	INT1012
Academic year	2020/1
Credits	15
Module staff	Matthew Riley (Convenor)

Duration: Term	1	2	3
Duration: Weeks	0	12

Number students taking module (anticipated)	60

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 globalization 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 the external environment, nationally and internationally
2. Demonstrate the ability to devise, sustain and justify arguments relating to broader social issues relevant to marketing practice.
3. Understand and 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 that supports a reasoned and consistent argument
8. Demonstrate ability to carry out basic research

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)

Scheduled Learning and Teaching Activities	Guided independent study	Placement / study abroad
60	90	0

Details of learning activities and teaching methods

Category	Hours of study time	Description
Scheduled teaching & learning activities (synchronous)	40	Lectures and workshop activities Seminars these will be teacher-led. You should prepare for each seminar based on the related lecture.
Formative assessed activities (asynchronous)	20	Working on business-related case studies and apply theory.
Guided independent study	90	Essay writing and exam preparation; reading key texts and current published business case studies and articles; working in groups to prepare for assessment; carrying out initial research.

Assessment

Formative assessment

Form of assessment	Size of the assessment (eg length / duration)	ILOs assessed	Feedback method
Weekly group discussions followed by focussed feedback. Practice exam questions. Presentation of information both visually and verbally	1-2 hours	1-8	Verbal and written

Summative assessment (% of credit)

Coursework	Written exams	Practical exams
30	70	0

Details of summative assessment

Form of assessment	% of credit	Size of the assessment (eg length / duration)	ILOs assessed	Feedback method
In-class presentation in small groups	30	5 minutes per student	2, 7, 8	Verbal and written
Written Examination (open book)	70	4 Hours	1-8	Performance outcomes

Re-assessment

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

Original form of assessment	Form of re-assessment	ILOs re-assessed	Timescale for re-assessment
Written Examination (open book)	Written Examination (open book) 4 Hours	1-8	Next assessment opportunity

Re-assessment notes

Deferral – if you miss an assessment for reasons judged legitimate by the Mitigation Committee, the applicable assessment will normally be deferred. See ‘Details of reassessment’ for the form that assessment usually takes. When deferral occurs there is ordinarily no change to the overall weighting of that assessment.

Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be required to take a re-sit exam. Only your performance in this exam will count towards your final module grade. A grade of 40% will be awarded if the examination is passed.

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

Credit value	15
Module ECTS	7.5
Module pre-requisites	None
Module co-requisites	None
NQF level (module)	4
Available as distance learning?	Yes
Origin date	11/06/2014
Last revision date	30/07/2020