University address: University of Chester, Parkgate Road, Chester CH1 4BJ
University phone: 01244 511000
Module Intentions
Rationale
This module will provide students with knowledge of the fundamental concepts, theories and principles of marketing. It will explore the growth and development of marketing and its application. It delivers an essential foundation from which to develop an appreciation and understanding of the discipline of marketing.
Aims
1. To familiarise students with the fundamental concepts, principles and theories of marketing.
2. To enable students to appreciate the underlying principles of marketing.
3. To introduce students to marketing techniques and applications.
4. To enable students to relate these principles to a range of organisational contexts.
Learning outcomes
1. Examine the growth and development of marketing and discuss the theoretical approaches in current use.
2. Evaluate fundamental marketing concepts and principles in relation to a range of contexts and scenarios.
3. Evaluate the impact of marketing on consumers
Module Programme
Throughout the programme we will be developing your study skills, such as presentation skills, essay writing, plagiarism, exam technique etc. Whilst they are not specifically listed on the scheme of work, they will be embedded into your seminar sessions. These skills are crucial for your development throughout your programme, not just within the Marketing Module. Therefore, it is vital that you attend all of your seminar sessions.
PLEASE NOTE: The sessions listed may be subject to change. Should important issues occur within the field of marketing or should we confirm guest speakers, then we may alter the subject list/order of delivery. It is important that you regularly check the module area on the Portal for any amendments/notifications! We will endeavour to make amendments and inform you of them as soon as possible.
NOTE : The Reading is a suggested example of a relevant chapter/text. Relevant chapters in any of the texts on the reading list, which relate to the topic area, would also be suitable.
Module Content
Session Title
Date w/c
Activities/reading et
10. Introduction
6th Oct
Lecture: General introduction to the staff, the module handbook, course content and assessment
Seminar: Marketing exercise
Reading: Brassington and Pettit Chapter 1 or similar
11. Note-taking
What is marketing? The importance and development of marketing
13th Oct Lecture: Definitions, development s and importance of marketing
Seminar: Case study
Reading: personal research and case study in preparation for seminar. Preparation for next week’s seminar (to be advised)
12. Library information & introduction to assignment 1, task 1
What is marketing (cont)
20th Oct
Lecture: Library information from Ian McKay session on note taking and discussion regarding part 1 of assignment 1.
