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

Programme/Approved Electives for 2024/25

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2024/25

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.

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
apply marketing ideas to a variety of organisations and marketing settings: 2
analyse marketing situations using appropriate marketing tools and concepts: 2

Study hours

Interactive lectures - 12 hours
Seminars - 12 hours
Independent learning and Structured engagement with on-line resources - 126 hours (consisting of: 26 hours tutorial preparation, 50 hours case study preparation and 50 hours group assessment preparation).

School Rules

None

Description of Module Assessment