West London Business School

Module Study Guide

Principles of Marketing

2013-2014

West London Business School

West London Business School

Principles of Marketing

Module Study Guide

Module Code / MS40002E
Level / four
Credits / 20

AY2013-2014

Version No 0001 © UWL 2013

Location/Partner (if applicable)

Module Title

Module Study Guide

Contents

Page No.
Module Leader and Teaching Team Details / 3
Facts and figures / 4
Section AOverview and Content
1Welcome and Introduction to the Module / 5
2Administrative and Technical Support / 6
3Timetable/Venue/Rooms / 6
4Student Support and Guidance / 6-8
5Content of the Module / 9-10
6Aims of the Module / 11
7Learning Outcomes / 12
8Learning Resources / 13-14
Section BAssessment and Feedback
9Assessment: General Information / 15
10Details of Assessment / 15-20
11Summative Assessment Grid / 21
12Statement on Plagiarism / 21
13Evaluation of the Module / 22
Section CModule Programme
16Guide to Learning Sessions / 23-35
Appendix Case Studies / 36-71

Module Leader and Teaching Team Details

Module Leader / Paul Carless
Field and School / Leadership & Change, West London Business School
Email /
Phone / 0208 231 2263
Location / Paragon
Name / Caroline Walsh
Job title / Senior Lecturer – Marketing
Email /
Phone / 0208 231 2469
Location / Paragon
Name / Cheryl Johashen
Job title / Senior Lecturer – Marketing
Email /
Phone / 0208 231 2359
Location / Paragon
Name / Karen Kalantari-Nazari
Job title / Senior Lecturer – Marketing
Email /
Phone / 0208 231 2445
Location / Paragon
Name
Job title
Email
Phone
Location

Facts and Figures

Module Code / MS40002E
Level / 4
Credits / 20
Total Guided Learning Hours / 200
Consisting of:
Teaching Contact Hours / 42
Guided Independent Study Hours / 158
Placement Hours / 0
Assessment:
Percentage of final marks assessed by:
Exam / 0%
Coursework / 60%
Practical (Presentation) / 40%

1

Form C –Module Study Guidetemplate – May 2012 Page of 13

Section

A

Overview and Content

1.Welcome and Introduction to the Module

Principles of Marketing is a level four module, taken by first year students and so it is likely that you are a new or relatively new student at UWL – so welcome to the University and welcome to Marketing.

The module is well established and previous feedback indicates that most students have enjoyed their first opportunity to study Marketing in depth. Principles of Marketing seeks to introduce students to the subject of marketing.

No previous knowledge of marketing is assumed, although some students may have some experience of the subject from earlier studies and of course through employment or their own experience as a consumer. As you will discover marketing and consumption are inextricably linked and so as a consumer you will find studying marketing helps you to improve the way you live and being a reflective consumer helps you to study marketing.

The University’s modular scheme allows students to combine a variety of subjects so you may expect to meet and work with students from a number of courses whilst you study this module.

The tutors who teach Marketing firmly believe that you, the student, need to be active in your participation and contribution to this module for you and your fellow students to have the most rewarding experience – from the word go you will be encouraged to “do your bit”. This means taking an active interest in the subject, preparing effectively for classes, voicing your views, responding to the opinions of others constructively, asking questions, preparing assignments and reflecting on what you have experienced.

Your tutors will help and encourage you to do this, but above all remember that good learning only really occurs with practice and for that your tutors rely on your effort.

Good luck, my colleagues and I hope you enjoy this module and that it forms a sound basis for your future studies at UWL.

Paul Carless

Module Leader

2Administrative and Technical Support

The module administrator for this module is:

Androula Lambrou

Room TC375, St Mary’s Road

Tel: 0208 231 2106

e-mail:

Androula can advise on the appropriate administrator to contact for those on other than the full-time undergraduate Ealing programmes.

3.Timetable/Venue/Rooms

There are a variety of timetables adopted to support this module. They are all based around a core of 42 teaching hours and adjustments have been made to vary the timetable to optimise the learning opportunities for specific groups.

The core timetable for undergraduate programmes based at Paragon / St Mary’s Rd, Ealing is a one-hour lecture session each week and a two hour seminar group session. The lecture is delivered to the whole programme group of students and the seminars are run for smaller groups of fifteen to twenty five students with a seminar group tutor to allow more interaction and skills development.

4.Student Support and Guidance

West London Online (Blackboard)

The Principles of Marketing, Paul Carless, module leader, is based in 2nd Floor Paragon Annexe can be contacted on 0208 231 2263.

If you have any issues relating to teaching on this module, you should first refer the matter to your seminar group tutor. If the issue is not resolved then you should approach the module leader via e-mail clearly stating your name, student number, the name of your course and a brief account of the problem. If you have any concerns that you prefer not to discuss with either your seminar group tutor or the module leader then please contact your Personal Tutor for advice.

Help and support

There are Help Pages at these provide guidance for all students in making use of the University's online learning platforms.

All technical issues with Blackboard, Turnitin and PebblePad should be reported to the ITService Desk. You can do so by:

•Talking to staff in any IT Suite or Library

•Calling 0300 111 4895 (internal phone extension 4895)

•

Learning Support

Learning Support is free and available to all UWL students. Your first point of contact for any enquiry about support available for writing, maths, structuring essays, revision techniques, or any other support you require with academic skills is .

You will also find online self-help and self-tests on academic writing, plagiarism, grammar and punctuation and time management. This is available at Study Support Online. Look for the link to Study Support Online when you log on to West London Online (Blackboard)

The University also offers you the opportunity to test and improve your own academic skills at leisure, in your own time. This test is free and available for the duration of the course. It can be found on the Study Support Online community inside West London Online (Blackboard). Look for the link to Study Support Online when you log on at

One-Stop-Shop

Students can benefit from a variety of support services during their studies. The One-Stop-Shop offers professional services which are free, impartial and confidential. They offer information, advice and guidance to students in a variety of ways e.g. face to face, telephone, email, Skype.

They aim to answer all your questions, or direct you to someone who you can talk to. They are located on Ground Floor, C Block, St. Mary’s Road, Ealing with a satellite service to Paragon and Reading, including drop-in sessions (these are advertised on each site).

Opening hours:Monday to Thursday9.00 to 5.00pm

Friday10.00 to 5.00pm

For further information on each area go to:

Email:
Telephone: 020 8231 2573 / 2991 / 2739

The University Library

The University Library provides a wide range of services, resources, advice and help to support teaching, learning and research across the institution. There are two physical libraries:

• The main campus Library in St Mary’s Road, which comprises of four floors
• TheHealth Library on the second floor of Paragon House
• There is also a virtual library at the Berkshire Hub providing access to all our e-resources and which is fully supported with professional Library and IT help and advice.

All students are automatically members of the Library. The Unique card is also the Library card, and borrowing rights are automatically set according to course and status. Self-service machines are available at all Libraries, allowing for independent borrowing when service desks are not staffed.

The Academic Support Librarians provide help and support throughout the learner journey, running training sessions on a regular basis on topics such as Reworks and referencing, or database search strategies, and offering one-to-one advice on finding detailed resources for assignments by appointment.

Further information including opening hours and contact details is available at:

5.Content of the Module

The marketing environment and the marketing concept

Environment for marketing decisions: customers; competition; distributors; suppliers; law; technology; economy; culture – the things that affect marketing decision making.

The marketing concept contrasted with other organisational orientations - keeping the customers, beating the competitors and making a profit

Socially Responsible marketing

The underlying philosophy of socially responsible business. The concept of sustainability. Ethical standards. Responsible marketing communication.

Consumer behaviour

Understanding the consumer: environmental and individual determinants of behaviour; consumer decision processes – what makes customers ‘tick’?

Organisational buyer behaviour and business to business markets

Understanding consumers is one thing – but what if your customers are other firms?

What do marketers need to know about business customers – what’s important for them?

Segmentation

Segmenting markets: rationale for segmentation; segmentation criteria such as geographic, demographic, lifestyle and buyer behaviour; defining market targets and developing appropriate marketing mixes – dividing customers into groups so that their needs can be met more effectively

Market research

Information for marketing decisions: determining the data required for effective marketing decision making; using data to identify marketing opportunities and problems; techniques available for data collection – what information do we need to make marketing decisions? How do we get it?

Managing research

Information for marketing decisions: determining the data required for effective marketing decision making; using data to identify marketing opportunities and problems; techniques available for data collection – what information do we need to make marketing decisions? How do we get it?

Managing products

Developing and managing products: key concepts such as product positioning, product life cycle and portfolio analysis - concepts that help us manage products

Managing the rest of the marketing mix – Product Price, Place and Promotion

The Marketing Mix – what are the decisions a firm has to take to manage the marketing of its product offerings? The 4Ps – product (mainly covered above), price, place and promotion.

Marketing in the global context

How does a firm manage marketing decisions in global markets? Entering global markets.

Managing Marketing

Marketing Planning – bringing it all together

6.Aims of the Module

This introductory module attempts to provide a variety of learning outcomes some of which are knowledge based, however as with most things in life, just knowing the facts and the theories is not enough – it’s whether you are able to see their relevance to a variety of situations and make use of them to improve your decision making. So the key learning that takes place is your application of knowledge and understanding to a number of realistic marketing scenarios to which you will be introduced throughout the module.

By taking this module you will get to know and understand the environment within which a typical marketing manager operates, particularly customers and competitors. You will also learn about how marketing is applied in a range of different contexts – for example, how do not-for-profit firms engage in marketing? How do firms market themselves in global markets?

You will also be able to identify the type of information required for marketing decision making concerned with developing appropriate products, promotional campaigns, pricing and distribution policies.

One of the key variables that affects marketers’ decisions is the way in which consumers behave and so one of the more important outcomes of the module will be to increase your knowledge and understanding of customer behaviour and appreciate how this might help decision-making. This will include your involvement in discussions of how customers may be divided into groups with similar behaviour patterns.

Once you have acquired an appreciation of the marketing environment you will be introduced to a number of concepts, which will help you to evaluate marketing situations concerning products, promotion, pricing and distribution. Following your assessment of a particular scenario you will be encouraged to say how you (as a manager) would respond in those circumstances. Examples of these scenarios are included in the learning activities section of this guide.

Besides acquiring marketing knowledge and skills this module aims to develop your ability to manage your own learning, communicate your views to your tutor and other students and work effectively in groups.

7.Learning Outcomes

AKnowledge and understanding

1. Students should be able to find out and state marketing terminology, principles, classifications, theories/concepts and methodologies at an introductory level

1. Students should be able to refer to and explain in their own words marketing terminology, principles, classifications, theories/concepts and methodologies relating to simple marketing contexts.

BIntellectual (thinking) skills – able to:

1. Demonstrate knowledge and understanding by giving practical examples of their use in specific simple marketing situations

1. Analyse simple relationships between businesses and their markets and make judgements about simple marketing issues that affect the operation of businesses

1. Formulate simple marketing solutions to problems concerning businesses and their markets.

CSubject practical skills – able to:

1. Design outline survey methods appropriate to a simple market research scenario

1. Develop simple strategies and tactics appropriate to specific marketing scenarios.

DKey transferable skills – able to

1. Plan and prioritise their learning and assessment activities

1. Express their ideas clearly both verbally and in writing

1. Argue and defend their views both verbally and in writing

1. Work with others to assess problems and develop solutions to them.

8.Learning Resources

Materials to be provided

-The Tutor’s lecture notes

ALL THE SLIDES USED IN THE LECTURES ARE ON BLACKBOARD

-Module Study Guide containing seminar mini cases and problems

THE MODULE STUDY GUIDE ALSO CONTAINS THE SEMINAR CASE STUDIES AND IS AVAILABLE ON BLACKBOARD

-There is an on-line test on each topic for you to test yourself on Blackboard too.

Essential texts

When you enrol for this module you are expected to purchase one of the following books. The test will be useful should you decide to take other marketing modules.

Some are available in the Library. As a registered student at UWL, you can also access a selection of e-books.

Palmer, A. (2012) Introduction to marketing, 3rd ed., Oxford: Oxford U. P. Any recent copy will be very useful

Baines, P., Fill, C. & Page, K. (2013) Essentials of Marketing, Oxford: Oxford U.P Any recent copy will be very useful

Brassington, F. & Pettitt,S. (2007) Essentials of marketing, 2nd ed., Harlow, Financial Times Prentice Hall. (Also accessible as an e-book from Library catalogue). Any recent copy will be very useful.

There are several other useful core marketing texts. Many are to be found in the Library (658.8).

Kotler, P. & Armstrong, G. (2010) Principles of marketing, 13th Ed., Upper Saddle River N.J.: Pearson Prentice Hall. Any recent copy will be very useful.

You may expect your tutor to suggest other useful reading materials on a topic-by-topic basis.

Journals/magazines

You will find there are a number of useful journals and magazines in the Library, these include: Marketing, Marketing Week, Campaign, Harvard Business Review, Mintel, Retail Business and Financial Times. As part of your reading activities you should scan these journals and read them selectively.

Internet and databases

You will find much useful information concerning Marketing on the Internet. To access this information you should use a good search engine such as and input the words that best describe the aspect/topic of Marketing in which you are interested.

A variety of on-line electronic resources is available to UWL students including access to the following Databases:

• PROQUEST
• EBSCOHOST
• EMERALD

These can all be accessed through the site below. You must have activated your account as a UWL student and have your sign-in details to access them remotely:

Further details are available from the Library and staff there will be pleased to help you access electronic and text resources.

Section

B

Assessment and Feedback

9.Assessment: General Information

There are two assessments for this Module. The first is formative and accounts for 40% of the final mark and the second is summative and accounts for 60% of the final mark.

10.Details of Assessment

Assessment 1

Assessment task: Group presentation (groups of between 3 to 5 members).

Weighting: 40%

Date/time/method of submission: Week8or week9(w/b 9th of Novemberorw/b 16thof November), during your scheduled seminar session.

Word count equivalent: 20 minute presentation and be prepared for a 5 minute Q&A (question and answer session).

Assessment criteria:

A first class answer (70%+)

Meets all the criteria for an upper second class answer and demonstrates additional significant critical innovative and/or creative understanding of the problem.

An upper second class answer (60-69%)

-sound application of theoretical knowledge, where relevant

-clear evidence of analytical and evaluation skills

-good evidence of logical thought and reasoned argument

-excellent knowledge and understanding of the subject

A lower second answer (50% - 59%)

A response which is significantly better than a third class answer but does not meet fully the criteria for a upper second response.

-Reasonable application of theoretical knowledge, where relevant

-some evidence of analytical and evaluation skills