MS4105: Marketing Principles

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Please note this module descriptor is indicative of the structure of this course and may be subject to change.

MS4105: Marketing Principles

Module Title Marketing Principles
Module Code MS4105
Module Tutor Richard Warr
School Business School
CAT Points 15
Level of Study 4
Brief Description

This module introduces the philosophical underpinnings and first principles of marketing; and the fundamental tools to provide a superior customer value proposition vis-à-vis its competitors.

Problem-centred learning is achieved via students developing a rudimentary marketing plan for a product/service of their choice.

Indicative Syllabus
  1. What is Marketing?
  2. Consumer & Buying Behaviour
  3. Segmentation, Targeting & Positioning
  4. The Marketing Mix
  5. Products & Services / Branding
  6. Price
  7. Promotion
  8. Place
Learning Outcomes

A student passing this module should be able to:

  1. Distinguish between marketing, product, production and sales oriented philosophies
  2. Specify means of segmenting markets and market/product positioning
  3. Differentiate between consumer and organisational buyer behaviours
  4. Identify and demonstrate the relationships between the components of the marketing mix
  5. Understand and apply branding fundamentals
  6. Develop skills in: Communications and literacy; Analysis and problem solving; Independent learning and group work; Information and Communications Technology
Learning and Teaching Activities Scheduled Contact Hours: 36
Independent Learning Hours: 114
Assessment (For further details see the Module Guide) 001: 50% Written Exam: In-class, digital multiple choice: 1.00 hours
002: 50% Coursework: Group work, standard, written: 2000 words or equivalent
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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