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MAN-10019 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2023/24 Last Updated: 13 February 2024

MAN-10019 - Marketing Principles
Coordinator: Helen Millward Tel: +44 1782 7 33111
Lecture Time: See Timetable...
Level: Level 4
Credits: 15
Study Hours: 150
School Office: 01782 733094

Programme/Approved Electives for 2023/24

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2023/24

This module seeks to introduce and develop a general understanding of the key concepts, tools and theories of relevance to marketers today. Marketing has become recognised as a vital ingredient of business in many different sectors. The contexts in which marketing will be considered in this module will range from consumer marketing through to services marketing, business-to-business marketing, social marketing and not-for-profit marketing.
The module will start by examining the history and philosophy of the marketing concept and the basic principles of marketing management and strategy. It will consider aspects of buyer behaviour, marketing research and the marketing mix, extending to the services marketing mix. The increasing sensitivity of consumers to ethical issues also leads to the consideration of the social impact of marketing, and ethical approaches to marketing.

Aims
This module seeks to introduce and develop a general understanding of the key concepts, tools and theories of relevance to marketers today, in a variety of contexts such as services, business-to-business, social and not-for-profit marketing.

Intended Learning Outcomes

describe and explain key theories that underpin marketing: 1,2
apply marketing ideas to a variety of organisations and marketing settings: 1,2
analyse marketing situations using appropriate marketing tools and concepts: 1,2

Study hours

Interactive lectures - 12 hours
Seminars - 12 hours
Open-book assessment - 2 hours
Independent learning and Structured engagement with on-line resources - 126 hours (consisting of: 24 hours tutorial preparation, 50 hours exam preparation and 50 hours group report preparation).

School Rules

None

Description of Module Assessment

1: Essay weighted 50%
3000 word group report
Assessment based upon weeks 1-4 of seminar teaching to enable early formative feedback to students through summative assessment. Work will be marked by the module leader and second marker, however, students will have the option to individually submit a peer review assessment sheet to provide evidence of non-engagement/exceptional contributions from peers if they feel this is necessary. Peer review assessment will not be marked, meaning there will be no penalty for non-submission. Group size for the 3,000 word group report should be 3-4 students.

2: Open Book Examination weighted 50%
Open-Book Assessment with a 28-hour window
Open-Book assessment which will be available on the KLE for a 28-hour assessment window. Students should answer 2 of 5 questions and submit their answers via Turnitin. Although students have been given significant time to complete this assessment, we expect an active-working time of no more than 2-3 hours. Answers should be as accurate and concise as possible. The paper has a 1,000-word limit. Any aspect of module content may be covered.

Please note that for the 2022/23 Academic Year programmes may be adapted to operate in accordance with a flexible, digital approach. This means that there may be some changes made to how modules are delivered and assessed. The latest information will be provided to you by your School in module handbooks. We endeavour to give you as much notice as possible of any changes and details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/student-terms-and-conditions/

Last Updated: 13 February 2024