INTERNATIONAL UNIVERSITY COLLEGE
CARDIFF METROPOLITAN UNIVERSITY
MBA 7003: Marketing
Module handbook
Assoc. Prof. Vesselin Blagoev, PhD (module leader)
Assoc. Prof. Stanislav Ivanov, PhD
2013-2014
International University College
Cardiff Metropolitan University
Programme: MBA
Module: MBA 7003 Marketing
Lecturers: Vesselin Blagoev, Stanislav Ivanov
Module assessment:
Assignment – 50%
Written exam – 50%
Assignment brief included at the end of this file.
Literature:
Aaker, D., (2010), Marketing Research, 10th Ed International Student Version, Wiley
Aaker, D., (2010), Strategic Marketing Management: Global Perspectives, Wiley
Armstrong, G., Kotler, P., Harker, M., Brennan, R., (2012), Marketing: An Introduction 2/E, Pearson
Blythe, J., (2009), Principles and Practice of Marketing, Cengage Learning
Blythe, J., (2012), Essentials of Marketing, Pearson
Bradley, N., (2010), Marketing Research: tools & techniques, Oxford University Press
Chaffey, D., Ellis-Chadwick, F.,(2012), Digital Marketing: Strategy, Implementation & Practice, 5/E, Pearson
DePelsemaker, P., Kenhove, P., Janssens, W., Wijnen, K., (2008), Marketing research with SPSS, FT Prentice Hall
Doole, I., Lowe, R., (2012), International Marketing Strategy, Cengage Learning,Keegan
Hollensen, S. Essentials of Global Marketing, Financial Times Press, London (current edition)
Hollensen, S. Global Marketing, Financial Times Press, London (current edition)
Hooley, G., Piercy, N.F., Nicolaud, B., (2012), Marketing Strategy & Competitive Positioning 5th Ed, FT Prentice Hall
Lamb, C.W., Hair, J.F., McDaniel, C., (2012), Essentials of Marketing, Cengage Learning
Lee, K., & Carter, S., (2012), Global Marketing Management, Oxford
McDaniel, C. J.r., Gates, R., (2012), Marketing Research 9th Ed International Student Version, Wiley
McDonald, M., (2011), Marketing Plans- How To Prepare Them, How To Use Them, Wiley
Solomon, M., (2012), Consumer Behavior: Global Edition, 10/E, Pearson
Wilson, M.S., Gilligan, C., (2005), Strategic Marketing Management, CIM/Elsevier
Wood, M.B., (2010), Essential Guide to Marketing Planning, FT Prentice Hall
Journals: Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Journal of International
Marketing, etc.
Topics:
1. The marketing concept: theories and concepts, planning, organisational context
2. Dynamics of the marketplace: supply/demand, types of market, competitiveness
3. Consumer behaviour: purchasing models/factors, decision making unit, purchasing
4. Market segmentation/STP: methods of segmentation, targeting strategies, positioning
5. Marketing research techniques: primary/secondary, quantitative/qualitative
6. Analysing of research data to inform marketing strategies and plans
7. Internal audits: organisational/marketing capabilities- strengths/weaknesses
8. Environmental audits: micro/macro/global, market opportunities/threats
9. Developing marketing strategy: SWOT/TOWS analysis
10. Strategic decisions: market selection, positioning, competitive stance, growth
11. Operationalising the marketing mix for a target segment (4P/4C/8P)
o Product: categories, goods/services, lifecycle, USP/FAB, portfolio, new product development
o Price: role of price, break-even/contribution, strategic/tactical pricing strategies,
o Place: role of distribution, channels, emergence of retail/e-tail channels, logistics
o Promotions: aims of promotion, promotional mix, push/pull/profile, IMC
o 7Ps: goods vs services, physical evidence, people, processes
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International University College
Cardiff Metropolitan University
Programme: MBA
Module: MBA 7003 Marketing
Lecturers: Vesselin Blagoev, Stanislav Ivanov
Module
JACS Subject Code(s) and % of each
ASC Category(ies)
Module Title
Number
subject
Marketing
MBA7003
N550
7
Level (3-8)
Credits
ECTS
Module Value
% Taught in Welsh
Module Type
7
20
10
1.0
0
Taught
Teaching Period
Pre-requisites
Semester One
None
Module Leader
School(s)
Campus
Vesselin Blagoev (module leader)
International University College
Sofia and Varna
Stanislav Ivanov
Assessment Methods
Assessment Type
Duration/Length of
Weighting of
Approximate Date of
Assessment Type
Assessment
Submission
Integrated Assignment /
3,000 words
50%
Mid-semester
Coursework
Integrated Assessment /
3,000 words
50%
End of semester
Examination
Aim(s)
 To provide students with a practical understanding of how the dynamics of the market, the business
environment, customer trends and behaviour and the organisation’s own capabilities impact upon its
ability to develop and deliver profitable customer propositions.
 To apply key theories, concepts and techniques to develop an in-depth understanding of a market
 To develop appropriate marketing strategies and plans
Learning Outcomes
At the end of this module, students should be able to:
 Demonstrate a critical understanding of the role and function of marketing in a variety or market and
organisational contexts.
 Critically evaluate and utilise marketing research data and methods to a given marketing situation.
 Apply and evaluate the principles of organisational and environmental audits to inform marketing
strategies, decisions and objectives.
 Develop and justify a marketing plan and mix for a given target market.
Learning and Teaching Delivery Methods
Lectures will be used to present basic concepts and principles. Seminars will be used to discuss and explain specific
problem areas. Students will also be expected to complement this study with self-directed learning.
Indicative Content
 The marketing concept: theories and concepts, planning, organisational context (B2C/B2B/NfP)
 Dynamics of the marketplace: supply/demand, types of market, competitiveness
 Consumer behaviour: purchasing models/factors, decision making unit, purchasing
 Market segmentation/STP: methods of segmentation, targeting strategies, positioning
 Marketing research techniques: primary/secondary, quantitative/qualitative
 Analysing of research data to inform marketing strategies and plans
 Internal audits: organisational/marketing capabilities- strengths/weaknesses
 Environmental audits:micro/macro/global, market opportunities/threats
 Developing marketing strategy: SWOT/TOWS analysis
 Strategic decisions: market selection, positioning, competitive stance, growth
 Operationalising the marketing mix for a target segment (4P/4C/7P)
o Product: categories, goods/services, lifecycle, USP/FAB, portfolio, new product dev’t
o Price: role of price, break-even/contribution, strategic/tactical pricing strategies,
o Place: role of distribution, channels, emergence of retail/e-tail channels, logistics
o Promotions: aims of promotion, promotional mix, push/pull/profile, IMC
o 7Ps: goods vs services, physical evidence, people, processes
Recommended Reading & Required Reading
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International University College
Cardiff Metropolitan University
Programme: MBA
Module: MBA 7003 Marketing
Lecturers: Vesselin Blagoev, Stanislav Ivanov
Required Reading:
Armstrong, G., Kotler, P., Harker, M., Brennan, R., (2012), Marketing: An Introduction 2/E, Pearson
Blythe, J., (2009), Principles and Practice of Marketing, Cengage Learning
Hooley, G., Piercy, N.F., Nicolaud, B., (2012), Marketing Strategy & Competitive Positioning 5th Ed, FT Prentice Hall
Lee, K., & Carter, S., (2012), Global Marketing Management, Oxford
McDaniel, C. J.r., Gates, R., (2012), Marketing Research 9th Ed International Student Version, Wiley
Recommended Reading:
Aaker, D., (2010), Strategic Marketing Management: Global Perspectives, Wiley
Aaker, D., (2010), Marketing Research, 10th Ed International Student Version, Wiley
Blythe, J., (2012), Essentials of Marketing, Pearson
Bradley, N., (2010), Marketing Research: tools & techniques, Oxford University Press
Chaffey, D., Ellis-Chadwick, F.,(2012), Digital Marketing: Strategy, Implementation & Practice, 5/E, Pearson
DePelsemaker, P., Kenhove, P., Janssens, W., Wijnen, K., (2008), Marketing research with SPSS, FT Prentice Hall
Doole, I., Lowe, R., (2012), International Marketing Strategy, Cengage Learning,Keegan
Hollensen, S., (2012), Essentials of Global Marketing, 2/E, Pearson
Lamb, C.W., Hair, J.F., McDaniel, C., (2012), Essentials of Marketing, Cengage Learning
McDonald, M., (2011), Marketing Plans- How To Prepare Them, How To Use Them, Wiley
Solomon, M., (2012), Consumer Behavior: Global Edition, 10/E, Pearson
Wilson, M.S., Gilligan, C., (2005), Strategic Marketing Management, CIM/Elsevier (e-book)
Wood, M.B., (2010), Essential Guide to Marketing Planning, FT Prentice Hall
Journals:
Marketing
Journal of Consumer Research
European Journal of Marketing
Journal of Marketing Research
Irish Marketing Review
Marketing Management Journal
Journal of Consumer Behaviour
Journal of Strategic Marketing
Journal of Marketing
Journal of International Marketing
Other Sources:
Chartered Institute of Marketing (CIM) www.cim.co.uk
Marketing Week www.marketingweek.co.uk
Financial Times www.ft.com
The Times www.timesonline.co.uk
Access to Specialist Requirements
Mintel, KeyNote and Mintel/DataMonitor market research reports
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International University College
Cardiff Metropolitan University
Programme: MBA
Module: MBA 7003 Marketing
Lecturers: Vesselin Blagoev, Stanislav Ivanov
MASTER OF BUSINESS ADMINISTRATION PROGRAMME
MBA 7003 MARKETING MODULE (2013-14)
ASSIGNMENT: 50%
FIRST SIT
You must work INDIVIDUALLY to develop an outline marketing plan of 3000 words for a market entry / growth
opportunity in Bulgaria for Courtyard by Marriott.
Your plan should include the following:
Marketing plan structure
Number of
marks
10 marks
10 marks
a) PESTEL analysis of the country
b) Target market: a description of your target market segment – its characteristics, size (number of
customers, sales volume) and trends
c) Microenvironment: discussion of the existing microenvironment for your segment (current
competitors and distributors). Analysis of the segment on the basis of Porter’s Five Competitive
Forces.
d) Objectives: SMART market awareness objectives and sales objectives for the first three years (20142016)
e) Unique selling proposition and sources of competitiveness – definition of company’s USP for your
chosen target market and the sources of company’s and product’s competitiveness
f) Key marketing strategies: strategies you will use in order to enter/grow in the chosen market
segment – entry mode, Ansoff grid, General Electric grid, BCG grid, value positioning, Bowman strategy
clock, Porter’s generic strategies
g) Marketing mix: detailed definition of a suitable outline future marketing mix (4Ps/8Ps) you will use
in order to enter/achieve growth in the chosen target market segment
10 marks
10 marks
10 marks
20 marks
20 marks
Additional 10 marks will be awarded for technical layout of the assignment.
Your plan should be word-processed, justified and contain suitable references for sources of information and
relevant academic material and theories. You should aim to keep the plan brief and succinct.
Note that theory without application to the case study and the chosen market will not receive a high mark. Detail
and supplementary information may be included within appendices but these should not be used to subvert the
word limit.
INSTRUCTIONS:
You should briefly present the supporting market information and rationale for your marketing decisions.
The APA Harvard style in referencing (min 20 sources) is required.
Due date:
Submit a paper copy to the IUC Hand-in Office
by 7 pm on 25 November 2013
Submit also an electronic copy to handin@iuc.bg
before 24:00 on the same date
You should submit to the Hand-in office by the due-date:


a MARKING & FEEDBACK SHEET (Appendix 1) bearing your name and student number;
your outline MARKETING PLAN (not an academic essay) of 3000 words.
Assessment criteria:
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International University College
Cardiff Metropolitan University
Programme: MBA
Module: MBA 7003 Marketing
Lecturers: Vesselin Blagoev, Stanislav Ivanov
Marks for each assessment criterion will be awarded with reference to the standard Cardiff Met/IUC marking
criteria at levels A to F.
Actual marks will not be disclosed; however you will be given feedback and an indication of the overall grade (A to
F). All marks are subject to agreement at the MBA Examination Board.
Use at least 20 academic sources. If less than 20 academic sources are used the final mark will be capped at 40%. Do
not forget to utilise IUC’s and Cardiff Met’s library and electronic resources.
RESIT:
Resit assignment brief remains the same but you have to write about Cadbury. Marks on the resit will be capped at
40%. Resit due dates will be advised additionally.
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International University College
Cardiff Metropolitan University
Programme: MBA
Module: MBA 7003 Marketing
Lecturers: Vesselin Blagoev, Stanislav Ivanov
MBA7003 ASSIGNMENT: MARKING & FEEDBACK SHEET (2013-14)
Name:
ASSESSMENT CRITERIA
Student number:
Marks
PESTEL
10
Target market
10
Microenvironment
10
Objectives
10
USP and competitiveness
10
Key strategies
20
Marketing mix
20
Technical layout
10
A
70+
B
C
D
E
69-60 59-50 49-40 39-35
SOURCE REFERENCING
CAP
(20 minimum; Harvard referencing)
OVERALL FEEDBACK (also see comments on assignment):
1st marked by:
40%
F
34-0
Feedback
(see also assignment)
cap
Signed:
Dated:
GRADE
Signed:
Dated:
GRADE
Second Markers’ comments (if relevant):
2nd marked by:
Consolidated mark and comments:
FINAL MARK
External Examiner comments (if relevant):
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International University College
Cardiff Metropolitan University
Programme: MBA
Module: MBA 7003 Marketing
Lecturers: Vesselin Blagoev, Stanislav Ivanov
Marking criteria
Assignments achieving a mark of 70 and above (score A)
This grade will be assigned to work which is considered to be of a very high standard and which meets every
criterion:
 meeting the assessment task completely;
 being written in the recommended format and of an appropriate length;
 giving a clear, concise and well-structured analysis;
 a wide range of recent, relevant and appropriate reading;
 clear and appropriate relation of theory to practice;
 examples of analysis of practice to support and/or question established theory;
 full bibliography and appropriate referencing;
Marks above 80 will only be given to work considered to be outstanding and original both in the way it is written
and in its ability to integrate theory and practice.
Assignments achieving a mark of 60 - 69 (score B)
This grade will be assigned to work which is considered to be of a high standard and which meets every criterion.
However, it may not show the depth of understanding nor the breadth of reading as work graded with an A:
 meeting the brief of the assessment task completely;
 being written in the recommended format and of an appropriate length;
 using relevant examples, which are analyzed;
 a range of recent, relevant and appropriate reading;
 relation of theory to practice;
 adequate referencing and a full bibliography;
Assignments achieving a mark of 50 - 59 (score C)
Work graded at this level will be sound and will address the assignment brief and meet the majority of the criteria.
Students should include work drawn from their own experience where appropriate, which at points will be more
than purely descriptive:
 meeting the brief of the assessment task;
 being written in the recommended format and of an appropriate length;
 examples from practice, which are often more descriptive than evaluative;
 some reading, perhaps not as wide, recent or relevant as possible;
 providing a bibliography;
Assignments achieving a mark of 40 - 49 (score D)
Work at this level will be of a generally low standard and will barely meet the stated criteria:







lacking precision about the brief of the assignment, but just meeting the necessary criteria;
barely meeting the requirements set;
attempting to engage critically at points;
being descriptive rather than critically evaluative or analytical;
making assertions without providing evidence at points;
attempting to link theory with practice;
limited references to reading;
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