Understand the position of marketing management in the modern firm;

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Principles of Marketing 

Learning Outcomes

This module, like all modules at Anglia Ruskin, is taught on the basis of achieving intended learning outcomes. On successful completion of the module, the student will be expected to be able to demonstrate the following:

Knowledge and understanding

LO 1.

Understand the position of marketing management in the

 

modern firm;

 

 

LO 2.

Understand the ethical and sustainability issues affecting

Intellectual, practical, affective

marketing in the modern firm;

 

LO 3.

Evaluate the position of a specific

company within a market

and transferable skills

sector and identify the marketing

strengths, weaknesses,

 

opportunities and threats appropriate to the company;

 

LO 4.

Define appropriate qualitative and quantitative marketing

 

objectives for a specific organisation which are SMART in nature.

 

LO 5.

#N/A

 

 

LO 6.

#N/A

 

The assessment is based on meeting these learning outcomes, shown explicitly in section 4, where the assessment task is linked to these learning outcomes.

2. Employability Skills in this Module

It is important that we help you develop employability skills throughout your course which will assist you in securing employment and supporting you in your future career. During your course you will acquire a wide range of key skills. In this module, you will develop those identified below:

 

Skill

 

Skills acquired in this module

 

 

Communication (oral)

 

X

 

 

Communication (written)

 

X

 

 

Commercial Awareness

 

X

 

 

Cultural sensitivity

 

X

 

 

Customer focus

 

X

 

 

Data Handling

 

X

 

 

Decision making

 

X

 

 

Enterprising

 

 

 

 

Flexibility

 

 

 

 

Initiative

 

X

 

 

Interpersonal Skills

 

X

 

 

Leadership/Management of others

 

X

 

 

Networking

 

 

 

 

Organisational adaptability

 

X

 

 

Project Management

 

X

 

 

Problem Solving and analytical skills

 

X

 

 

Responsibility

 

X

 

 

Team working

 

X

 

 

Time Management

 

X

 

 

Other

 

 

 

 

 

 

 

 

 

 

Page 3

3. Outline Delivery and Reading Lists @ Anglia

3.1Outline Delivery

The table below indicates how the module will be delivered. However, this schedule is indicative and may be subject to change.

NB: In addition to the active preparation for each weeks seminar, the student is expected to read the appropriate chapter in the core text book in preparation for each weeks lecture

Week

 

Date

 

 

Lecture

 

 

 

Seminar/Worksh

 

Student-managed

 

 

 

 

 

 

 

 

 

 

 

op

 

 

Learning

 

1

 

27/09

 

 

Ch. 1. The nature of marketing

 

 

Theory

 

 

Read chapter 1

 

 

 

 

 

Case 1. Group exercise

 

 

Seminar

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

4/10

 

 

Ch. 2 The Global Marketing Environment

 

Theory

 

 

Read chapter 2

 

 

 

 

 

 

Case 2: Pestel analysis exercise and

 

Seminar

 

 

Deadline to select the

2

 

 

 

 

marketing planning.

 

 

 

 

 

company

for

 

 

 

 

 

 

 

 

 

 

 

 

assignment

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

7/10

 

 

Library workshop, by Neil.

 

1:00-1:30

pm

 

 

 

 

 

 

 

 

 

Lab112

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

3

 

11/10

 

 

Ch. 3. Understanding Customer Behaviour

 

Theory

 

 

Read chapter 3

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Case 3: SWOT analysis exercise

 

 

Seminar

 

 

 

 

4

 

18/10

 

 

Ch. 4. Marketing research and customer

 

Theory

 

 

Read chapter 4

 

 

 

 

 

 

insights

 

 

 

 

 

 

 

 

 

 

 

 

 

Case 4. Marketing research

 

 

Seminar

 

 

 

 

5

 

25/10

 

 

Ch. 5 Market segmentation, targeting and

 

Theory

 

 

Read chapter 5

 

 

 

 

 

 

positioning

 

 

 

 

 

 

 

 

 

 

 

 

 

Case 5: Segmentation case study.

 

Seminar

 

 

 

 

6

 

1/11

 

 

Ch. 6 Value through products and brands

 

Theory

 

 

Read chapter 6

 

 

 

 

 

 

MID TERM EXAM

 

 

Exam/Seminar

 

 

Study chapter 1 to 5

 

 

 

 

 

Case 7: Product case study

 

 

 

 

 

 

 

7

 

8/11

 

 

EMPLOYABILITY WEEK

 

 

No classes

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

8

 

15/11

 

 

Ch.

7.

Value through

Services,

 

Theory

 

 

Read chapter 7

 

 

 

 

 

 

Relationships and Experiences

 

 

 

 

 

 

 

 

 

 

 

 

Case 8: Services marketing

 

 

Seminar

 

 

 

 

9

 

22/11

 

 

Ch. 8. Value through Pricing

 

 

Theory

 

 

Read chapter 8

 

 

 

 

 

 

Case 9: Price

 

 

 

Seminar

 

 

Deadline to bring the

 

 

 

 

 

 

 

 

 

 

 

 

 

Draft for groups.

 

10

 

29/11

 

 

Ch.

9.

Integrated

Marketing

 

Theory

 

 

Read chapter 9

 

 

 

 

 

 

communications I

 

 

 

 

 

 

 

 

 

 

 

 

Case 10: Communications Techniques

 

Seminar

 

 

Deadline to bring the

 

 

 

 

 

 

 

 

 

 

 

 

 

Draft for groups.

 

11

 

6/12

 

 

Ch.

10

Integrated

Marketing

 

Theory

 

 

Read chapter 10

 

 

 

 

 

 

communications II and Distribution

 

 

 

 

 

 

 

 

 

 

 

Assignment Draft Feedback. No case

 

Seminar

 

 

 

 

 

 

 

 

 

studies.

 

 

 

 

 

 

 

 

12

 

13/12

 

 

Course review

 

 

 

Preparation

of

 

 

 

 

 

 

 

 

 

 

 

 

 

questions

 

 

 

 

1.

External Audit including PESTEL, SWOT, Competitor environment

45

 

1.

Understand the

 

and market environment

 

 

 

position of

 

 

 

 

 

 

marketing

 

 

 

 

 

 

management in

 

 

 

 

 

the modern

 

 

 

 

 

 

firm;

 

 

 

 

 

3)Evaluate the position

 

 

 

of

a specific

company

 

 

 

within a

market sector

 

 

 

and

identify

the

 

 

 

marketing

strengths,

 

 

 

weaknesses,

 

 

 

 

 

opportunities

 

and

 

 

 

threats

appropriate

to

 

 

 

the company

 

 

 

 

 

 

 

 

2.

Internal audit including, sales , market share , profits , costs ,

45

 

1.

Understand the

 

customer profile , effectiveness of the marketing mix

 

 

 

position of

 

 

 

 

 

 

marketing

 

 

 

 

 

 

management in

 

 

 

 

 

the modern

 

 

 

 

 

 

firm;

 

 

 

 

 

4.Define

appropriate

 

 

 

qualitative

 

and

 

 

 

quantitative

marketing

 

 

 

 

objectives for a specific

3.

Creation of a SMART marketing objective and new product idea

10

1. Understand the

 

 

 

ethical and

 

 

 

sustainability

 

 

 

issues affecting

 

 

 

marketing in

 

 

 

the modern

 

 

 

 

firm;

 

 

 

4.Define

appropriate

 

 

 

qualitative

and

 

 

 

quantitative

marketing

 

 

 

objectives for a specific

 

 

 

organisation

which are

 

 

 

SMART in nature.

 

 

 

 

 

 

TOTAL MARKS:

100%

 

 

3.2Reading List and Learning Resources

The reading list and learning resources for this module are available on Reading Lists at Anglia, you can access the reading list for this module.

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