AP1EM1: Introduction to Marketing

Module Provider:

Agr & Food Econ

Number of credits:

10 [5 ECTS credits]

Level:

C (Certificate)

Terms in which taught:

Spring

Module Convenor:

Dr RJ Loader

Pre-requisites:

Co-requisites:

Modules excluded:

Module version for:

2007/8

Aims:
Introduction to Marketing focuses on the marketing environment as opposed to marketing decisions taken by an organisation. (Decision making is dealt with in AP2EM1). The aim of the module is for students to appreciate those factors, external to the company, that influence the scope of its business opportunity and its subsequent marketing activity.

Assessable learning outcomes:
Students need to appreciate how the external environment influences an organisation's marketing activities and to what extent an organisation can, in turn, influence the external environment. They will need to have a good understanding of each of the topics listed in the 'Outline' below, and to be able to apply this understanding to actual companies and products.

Additional outcomes:
An interest in the role of marketing in society. Some ethical considerations as well as commercial considerations. An appreciation of the breadth of marketing in both business and society. An interest in future developments and an interest in observing current developments in business and in marketing.

Outline content:
1. What is Marketing and what do marketing people do
2. Marketing and Society – social responsibility and marketing ethics
3. Marketing and Consumers – finding out what they want
4. Marketing and Consumers – consumer behaviour
5. Marketing and Segmentation – segmentation and targeting
6. Communicating with consumers – advertising and promotion
7. Marketing and customers – relationship marketing
8. Marketing and customers – B2B
9. Marketing and competitors – Competitor behaviours and strategies
10. Case study review and discussion

Brief description of teaching and learning methods:
The module is delivered through weekly, One and half hour lecture periods, with supplementary material from the core text. (Principles of Marketing. Frances Brassington and Stephen Pettitt. FT Prentice Hall. Third edition). Students are expected to devote at least two-hours per week of additional study time for reading, course-work and assignments.
The lectures are interactive and of a 'seminar' style. All students are asked to participate by sharing examples, answering questions, and fulfilling the weekly tasks. Students who fail to do this because they have not adequately prepared for the session maybe asked to leave the lecture.

Contact hours:

Assessment:
Coursework:
Students are asked to devote at least 2.5 hours per week (in addition to lectures) to independent learning. Weekly tasks will be set - either reading or of a more practical nature and there will be a class test.
Relative percentage of coursework: 30 %
Penalties for late submission:
Standard University rule applies: 10% marks deducted for work submitted up to one week late. Work submitted more than one week late will be awarded a zero mark.
Examinations:
2-hour examination paper requiring the answers to two from four questions
Relative percentage of examination: 70 %
Requirements for a pass: 40% overall.
Reassessment arrangements:
Re-examination paper in August/September