Module Title:   Marketing

Module Credit:   10

Module Code:   ENG2009M

Academic Year:   2015/6

Teaching Period:   Semester 1

Module Occurrence:   A

Module Level:   FHEQ Level 5

Module Type:   Standard module

Provider:   Engineering

Related Department/Subject Area:   Engineering: Business and Management (not in use)

Principal Co-ordinator:   Dr JE Munive-Hernandez

Additional Tutor(s):   -

Prerequisite(s):   None

Corequisite(s):   None

To understand the basic principles of marketing and their application in a business environment

Learning Teaching & Assessment Strategy:
The strategy of the module is to focus on the commercial application of marketing concepts and techniques.
This is achieved predominantly through a series of lectures and by the analysis of relevant case studies supported by tutorial activities.
Tutorial sessions promote teamwork, development of oral presentation skills, encourage peer feedback and self-learning.
Summative assessment is through coursework.
Supplementary assessment to repair deficiencies in original.

Lectures:   12.00          Directed Study:   64.00           
Seminars/Tutorials:   24.00          Other:   0.00           
Laboratory/Practical:   0.00          Formal Exams:   0.00          Total:   100.00

On successful completion of this module you will be able to...

Evaluate key marketing concepts and techniques and their use in a commercial environment

On successful completion of this module you will be able to...

apply specialist skills to analyse the competitive position of an organisation and apply marketing principles

On successful completion of this module you will be able to...

apply systematic problem solving; creative problem solving; communication;

  Coursework   100%
  Completion of an individual coursework (2000 words) on the marketing strategy of an engineering (or related) company

Outline Syllabus:
The Marketing Concept: definitions and environment of the marketing function, PEST analysis, segmentation, targeting and positioning, consumer behaviour, market research, psychology of buyer behaviour, identifying customer needs, marketing information systems, product life cycle and role of marketing in the innovation process;

Product, Pricing, Place and Promotion: product concepts, introducing new products, branding and packaging, product management, marketing channels distribution, pricing concepts, advertising and publicity, sales promotion, modes of marketing communication, internet and digital marketing;

Strategic Marketing: marketing strategy and the commercial environment, marketing planning and analysis of performance, case studies of corporate practice, marketing ethos and social responsibility.

Version No:  3