MKT40560 Marketing

Academic Year 2023/2024

This course will introduce the students to the key elements and principles of marketing, equipping them with tools and insights to succeed as marketers in today’s complex business environments. Overall, this course will teach students how firms create value for their consumers, in accordance with the firm's own goals and competencies. Using a combination of theoretical knowledge and case studies, this course will enable students with frameworks that will help them take appropriate actions as contemporary marketers – from designing marketing strategies that are informed by the firms' competitive contexts, to designing a marketing mix that differentiates the firm in the marketplace.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

- Demonstrate an advanced level of knowledge about key marketing concepts and frameworks;
- Develop skills and ability to to critically analyze businesses’ external and internal environments in order to make strategic marketing decisions that create value for the consumers as well as the firm;
- Develop the capability to utilize market research methods that help businesses understand their consumers better;
- Utilize marketing frameworks to develop a marketing mix that achieves strategic objectives;
- Develop a strategic marketing plan for a product/service.

Indicative Module Content:

1. Introduction to marketing

2. Understanding the marketing environment

3. Generating consumer Insights

4. Developing target market differentiation strategies

5. Marketing research methods

6. Developing marketing offerings (the marketing mix)

7. Designing and managing marketing communications

8. Managing integrated marketing channels

9. Contemporary issues in marketing

How will I learn?

Student Effort Type	Hours
Lectures	22
Specified Learning Activities	50
Autonomous Student Learning	100
Total	172

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles

Not applicable to this module.

How will I be assessed?

Assessment Strategy

Description	Timing	Open Book Exam	Component Scale	Must Pass Component	% of Final Grade
Examination: Final exam	2 hour End of Trimester Exam	No	Standard conversion grade scale 40%	No	30
Continuous Assessment: Class Participation	Throughout the Trimester	n/a	Graded	No	10
Examination: Mid-term exam	Unspecified	No	Standard conversion grade scale 40%	No	30
Group Project: Marketing simulation exercise	Coursework (End of Trimester)	n/a	Pass/Fail Grade Scale	No	10
Continuous Assessment: Individual case studies.	Throughout the Trimester	n/a	Pass/Fail Grade Scale	No	20

Carry forward of passed components
No

What happens if I fail?

Resit In	Terminal Exam
Autumn	No

Assessment feedback

Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Associated Staff

Name	Role
Dr Yuna Yang	Lecturer / Co-Lecturer

When is this module offered?


Spring
Lecture	Offering 1	Week(s) - 20, 21, 22, 23, 24, 25, 26, 30, 31, 32, 33	Fri 11:00 - 12:50
Lecture	Offering 2	Week(s) - 20, 21, 22, 23, 24, 25, 26, 30, 31, 32, 33	Fri 13:30 - 15:20
Spring