Academic Session 2011/12
March 2011
UNIVERSITY OF THE WEST OF SCOTLAND
MODULE DESCRIPTOR
1.
Title of Module:
2.
Code: BUSN11009
SCQF Level: 11
3.
School:
Business School
4.
Module Co-ordinator:
Dr Declan Bannon
5.
Summary of Module:
MANAGING MARKETS & CUSTOMERS
Credit Points: 20
ECTS: 10
The module is designed for students studying for an Executive MBA who require a basic
understanding of Marketing Concepts to perform in organisational management.
The
fundamentals of marketing are explored and the lecture schedule reflects the major areas that are
required for marketing activities within organisations. General concepts covered include: an
introduction to marketing; marketing segmentation; pricing policy; marketing research; service
quality; marketing planning; marketing strategy and macro/micro economics. It is the intention of
the module to give students an appreciation of how marketing expertise can aid the achievement
of organizational development in the commercial, public and voluntary sectors.
6.
Learning Outcomes:
At the end of this module the student will be able to:
L1.
L2.
L3.
L4.
L5.
7.
Demonstrate a systematic understanding of knowledge, and a critical awareness of
current problems and insights at the forefront of the marketing discipline.
Demonstrate an understanding of the core concepts, theories and models in the marketing
of goods and services.
Develop the ability to critically analyse, evaluate, integrate and apply marketing concepts,
theoretical ideas and empirical findings.
Develop the ability to deal creatively with complex issues both systematically, creatively
and make sound justifiable judgments.
Communicate marketing conclusions in a persuasive manner to specialist and nonspecialist audiences.
Employability Skills and Personal Development Planning (PDP) Skills
*SCQF Headings
Knowledge and
Understanding (K & U)
During completion of this module, there will be an opportunity to achieve
core skills in:
SCQF Level 11
A systematic knowledge and understanding of marketing issues informed
by the current academic discipline.
A critical understanding of a range of specialized course concepts;
theories and models based on empirical research findings that underpin
the study and management practice of marketing.
Continue to advance their knowledge and understanding, and develop
new skills to a high level.
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March 2011
Practice: Applied
Knowledge and
Understanding
SCQF Level 11
Use a significant range of practical skills, techniques associated with the
practice of marketing management. Show a comprehensive
understanding of techniques applicable to marketing management.
Demonstrate originality in the application of knowledge, together with a
practical understanding of how established techniques of research and
enquiry are used to create and interpret knowledge in marketing
management.
Plan and execute the development of a marketing plan based on theory,
research and best practice.
Generic Cognitive Skills
Communication, ICT and
Numeracy Skills
Autonomy, Accountability
and Working with others
8.
Pre-requisites:
SCQF Level 11
Deal with complex issues both systematically and creatively, whilst
making rigorous, robust judgments in the absence of complete data.
SCQF Level 11
Communicate strategic conclusions in a persuasive manner to specialist
and nonspecialist audiences.
SCQF Level 11
Demonstrate self-direction and originality in tackling and solving problems,
and act autonomously in planning and implementing tasks at a
professional and equivalent level.
Before undertaking this module the student should have undertaken the
following:
Module Code:
N/A
Module Title:
N/A
N/A
Module Title:
N/A
Other:
Co-requisites:
9.
Module Code:
Learning and Teaching:
Learning Activities/Categories:
During completion of this module, the learning activities undertaken to
achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totaling 200 hours):
Workshops
15
Project work
30
Preparation for presentation and/or coursework assignment
60
Independent study and revision
93
Examination
10.
Total Hours
Assessment
(Note: Learning hours include both
contact hours and hours spent on
other learning activities)
3
200 Hours Total
Assessment will be based on a written assignment (40%), a discussion thread (10%) and a written
examination (50%).
11.
Equality and Diversity
The module is appropriate for all students meeting the academic pre-requisites regardless of
ethnic minority, disabled students, different ages, genders, religions, sexual orientations and other
under-represented groups. Facilities and resources for special needs students are available and
are flexible to the students needs.
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Academic Session 2011/12
March 2011
12.
**Indicative Resources: (eg. Core text, journals, internet access)
The following materials form essential underpinning for the module content and ultimately for the
learning outcomes:
Baines, P.; Fill, C. and Page, K. (2011) Marketing, 2 nd Edition Oxford
Brassington & Pettit (2007) Principles of Marketing 4th edition FT Prentice Hall
Wood, M. (2011) The Marketing Plan Handbook, 4th Edition, Pearson, NJ.
Jobber, D. (2007), ‘Principles & Practice of Marketing’, 5th Edition (McGraw Hill)
Lambin, J-J. (2009) Marketing Driven Management, 3nd Edition, London, McMillan.
Martin-Fagg, R. (1996) Making Sense of the Economy, London, Thomson.
On-line academic journals.
Philip Kotler and Gary Armstrong (2010) Principles of Marketing, 13 ed., Prentice-Hall
Eagan, J. (2011) Relationship Marketing, 4th Edition, FT Prentice Hall.
Baron, S; Conway, A. and Wanaby, G. (2010) Relationship Marketing, Sage.
Godson, M. (2009) Relationship Marketing, FT Prentice Hall.
Economist
OTHER TEXTS: that you can use to supplement your knowledge include:
Drummond and Ensor, “Strategic Marketing”, Planning and Control, Butterworth-Heinemann 2001.
Wood M, ‘Marketing Planning principles into Practice’ FT, Prentice Hall 2004
Mintzberg H, Ahlstrand B and Lampel J, ‘Strategy Bites Back’, Pearson 2004
Piercy, N., ‘Market-led Strategic Change’, Harper Collins.
Hamel, Gary 2000 Leading the Revolution, Boston, Harvard Business School Press
Kotler et al., 1999, “Principles of Marketing”, Market Information and Market research, Chapter, 8,
Prentice Hall Europe.
SUGGESTED JOURNALS
European Journal of Marketing
Marketing Intelligence and Planning
Journal of Consumer Marketing
Journal of Applied Marketing Practice: Applied Marketing Science
Journal of Strategic Marketing
13.
Attendance Requirements
Normal Attendance rules apply. Refer to Regulation 5.7 for further details.
14
Campus(s) for Module Delivery
The module will normally be offered on the following campuses / or by Distance Learning (D/L)
(ie.Virtual Campus): (Provided viable student numbers permit)
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Academic Session 2011/12
March 2011
Paisley:
Crichton:
Hamilton:
D/L Virtual
Campus:
(Please specify)
Other:
D/L Virtual
Campus:
(Please specify)
Trimester 3
No

Tick
15.
Ayr:
Course Reference Numbers (CRNs) (if known)
Paisley:
Ayr:
Crichton:
Hamilton:
Other:
Enter
16.
11/12
Trimester(s) for Module Delivery
Trimester 1
(Session 2011/12)
Yes
Trimester 2
(Session 2011/12)
No
(Session 2011/12)
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Academic Session 2011/12
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For Internal Use Only
17.
Subject Development Group
(SDG)
MEEET
18.
Assessment Results (Pass / Fail)
No
19.
Subject Panel
Marketing Postgraduate
20.
Moderator
tba
21.
External Examiner
David Crick
22.
Accreditation Details
N/A
23.
Changes / Version Number
03/2011
ASSESSMENT
CATEGORY 1
Learning Outcome
(Identified in Section 6)
ASSESSMENT
CATEGORY 2
Learning Outcome
(Identified in Section 6)
ASSESSMENT
CATEGORY 3
Assessment Outcomes Grids (referred to within Section 10)
Learning Outcome
(Identified in Section 6)
Formal Written
Examination
Written Assignment
Discussion threads
Learning
Outcome
(1)
Learning
Outcome
(2)
Learning
Outcome
(3)
Learning
Outcome
(4)
Learning
Outcome
(5)





Learning
Outcome
(1)
Learning
Outcome
(2)
Learning
Outcome
(3)
Learning
Outcome
(4)
Learning
Outcome
(5)



Learning
Outcome
(1)
Learning
Outcome
(2)
Learning
Outcome
(3)
Learning
Outcome
(4)




Weighting
(%) of
Assessment
Element
Timetabled
Contact
Hours
50%
3
Weighting
(%) of
Assessment
Element
Timetabled
Contact
Hours
40%
Learning
Outcome
(5)
Combined Total for All Assessment Categories
N/A
Weighting
(%) of
Assessment
Element
Timetabled
Contact
Hours
10%
N/A
100%
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