Module title
Marketing Management
Module code
INT3602
Academic year(s)
2015/6
Credits
15
Basic module details
Module staff
Sohret Basaran Howells - Convenor
Duration (weeks) - term 1
Duration (weeks) - term 2
10
Duration (weeks) - term 3
Number students taking module (anticipated)
100
Description - summary of the module content
Module description
This module will introduce new marketing students to the fascinating world of modern marketing in an innovative and
comprehensive yet practical and enjoyable way. Students will have the opportunity amalgamating theory and concepts to real
case studies, which will help them to feel more confident both in academic education as well as the industry.
This module is suitable both for specialist as well as non-specialist students.
Module aims - intentions of the module
Module aims
This module will introduce students to marketing management; it will teach them to analyse the marketing processes, to
investigate the purpose of marketing within a business context and to apply marketing theory to practical situations.
Intended learning outcomes (ILOs)
ILO: Module-specific skills
1. demonstrate understanding of marketing theory
2. assess and analyse the marketing management requirements of a company or business
3. demonstrate understanding of the functions of marketing
4. identify and evaluate the marketing channels appropriate to a company's strategy
ILO: Discipline-specific skills
5. apply marketing theory to a business situation
6. critically analyse a case study or work situation problem
7. write a marketing report
ILO: Personal and key skills
8. use analytical skills
9. work in groups
10. carry out research to complete assignments
Syllabus plan
Syllabus plan
Defining Marketing; Marketing Segmentation; Product Positioning; Pricing Strategies; Distribution Channels; Promotion &
Advertising; Marketing Planning; Ethical Issues in 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
30
120
0
Details of learning activities and teaching methods
Category
Hours of study time
Description
Lectures
10
Major theories required to be applied to
cases will be taught
Seminars
20
Theories learned will be applied to real
life mini-case studies in teams and minipresentations will be carried out
120
Students are expected to study the
essential and recommended reading
supplied at the end of each Lecture.
Students should also work on their
presentations as well as their
assignment
Home Study
Assessment
Formative assessment
Form of assessment
Size of the assessment (eg
length / duration)
ILOs assessed
Feedback method
Mini-case study presentations
in teams (one each week for
5 minutes
9 weeks)
1-6, 8,9
Verbal feedback
Summative assessment (% of credit)
Coursework
Written exams
Practical exams
75
0
25
Details of summative assessment
Form of assessment
% of credit
Size of the
assessment (eg
length / duration)
ILOs assessed
Feedback method
Marketing
Management
Presentation
25
30 minutes
1-10
Written
Assignment
75
2,000 words
1-8 & 10
Written
0
0
0
0
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 reassessment
As above
1-8 & 10
Within four weeks of exam
board
Written assignment
Re-assessment notes
Resubmit/submit a written assignment. This will constitute the mark for the module.
Resources
Indicative learning resources - Basic reading
Essential Reading:
Kotler, P. & Armstrong, G. (2014). Principles of Marketing (15th Ed.) Global Edition. London: Prentice Hall. ISBN: 10
0137006691.
Recommended reading:
List provided at the end of each Lecture notes, revised and changed regularly
Module has an active ELE page?
Yes
Indicative learning resources - Web based and electronic resources
http://vle.exeter.ac.uk/course/view.php?id=3295
Indicative learning resources - Other resources
Various sources will be suggested to the student throughout the term.
Other details
Module ECTS
7.5
Module pre-requisites
None
Module co-requisites
None
NQF level (module)
6
Available as distance learning?
No
Origin date
2001
Last revision date
24/08/2015
Key words search
marketing, strategy, consumer behaviour