Module Handbook 2024/25

Principles of Marketing

Module Code: MKT750 (66791) 

Course/s: MSc Marketing (FT) 

Department of Management, Leadership and Marketing

Ulster University Business School

Notice

Please be aware the information provided within the module handbook is subject to change.

Table of Contents

Welcome

1. Module Overview and Communication

2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

3. Aim and Learning Outcomes

4. Assessment and Feedback

5. Learning Resources

6. Organisation and Management

7. Support Services

Welcome Everyone!

This is the start of an exciting year for you all as you embark on your MSc in Marketing.This module will address the Principles of Marketing and over the coming weeks, we will explore the foundational aspects of marketing and the impact of marketing on an organisation.

Throughout the module, we will explore the key principles of marketing, including theoretical applications within the marketing discipline.Furthermore,we will look at the marketing environment, the marketing mix, marketing strategies and more!

I hope this module will be enjoyable for you all and a warm introduction to your journey through your MSc.

It is essential throughout the time we have together that you read your University email daily – this is to ensure you do not miss any important information.I would also encourage you all to log into Blackboard for all module materials and assessment details.

I look forward to working with you all and good luck for the semester ahead.

Module Leader

1. Module Overview and Communication

2. Sustainable Development Goals (SDGs) and Graduate Attributes (GAs) in your module

Sustainable Development Goals (SDGs)

The UN SDGs are a comprehensive set of global goals to end poverty, protect our planet, and improve living conditions of the Global Population. You are encouraged to think critically and reflect on SDGs in the context of this module.

The following SDGs are relevant in the context of this module:

Graduate Attributes (GAs)

Ulster University’s Graduate Attributes are a high-level set of competencies, developing universal understandings, skills, qualities, and values. 

As a result of engaging with this module you will have opportunities to develop and practise the following selected attributes:  

KEY:

D = Developed

A = Assessed

3. Aim and Learning Outcomes

Module Rationale

Marketing is a business activity that identified an organisations customer`s needs and wants, determines which markets to best serve and designs the appropriate products to serve those chosen markets. Marketing is more than just an organisational activity - it is a business philosophy that impacts upon the entire organisation. This module is designed for MSc Marketing student from cognate and non-cognate backgrounds to introduce them to and develop their understanding of the nature, scope and breadth of the fundamental concepts and principles of marketing.

Overall Aim of the Module

The aim of this module is to provide students with a framework of knowledge on the principles of marketing. The module should provide students with a broad understanding of the fundamental concepts and principles of marketing which should enable them to;

1. Transfer this underpinning as they move further into their studies.

2. Understand the fundamental concepts and practices of marketing and the basic skills required to manage this function.

3. Have an appreciation for the contribution which marketing can make to organisational success and ways this may be both enhanced and evaluated.

Learning Outcomes

Successful participants will be able to:

1) Demonstrate a factual and/or conceptual knowledge and understanding of key areas in the field of Marketing together with the appropriate terminology.

2) Access, collect, categorise, and interpret (with guidance) information and data from a range of sources using defined techniques and methods / tools to accurately examine the complexity of an issue or problem in Marketing and/or the wider business environment, underpinned with theory.

3) Identify a broad range of marketing concepts and principles.

4) Analyse and evaluate the application of marketing concepts by products, services, or organisations.

4. Assessment and Feedback 

Summary Assessment Information

This module will be assessed via two items of assessment

Assessment Guidance

1) Word count includes in-text references and citations but excludes the title page, contents page,  tables, reference list and appendices.

5) Your work should include references to relevant journal articles and other good quality information sources and should be properly laid out using the Harvard system of referencing. More detailed guidance is available in the ‘Guide to Referencing in the Harvard Style’. We encourage you to make good use of all the support services offered by your Faculty Subject Librarian, further details are in the Learning Support Services Section.  

6) You should refer to the assessment criteria to provide fuller details of the marking criteria for each classification band.

7) In addition, you should refer to the standard assessment guidelines as presented in your Course Handbook/Support Area, this includes guidance and policies on referencing style, plagiarism, etc.

8) We recommend the use of Studiosity which offers constructive feedback on draft written submissions within 24 hrs.  

9) Coursework must be submitted by the dates specified. Coursework submitted after the deadline, without prior approval, is not normally accepted. For further guidance on the late submission of coursework, please see the course handbook.

10) Non-compliance with the word limit will result in a penalty being applied in accordance with the University Word Limit Policy which can be found on your Course Support Area in Blackboard.

Coursework 1

Assessment Task

COURSEWORK 1 – Individual  Written Assignment (Max: 3000 Words)

Coursework 1 – A comprehensive analysis of the Internal and External Environments of a UK based Small to Medium Enterprise (SME), including marketing implications

Word Count: Maximum 3000 words

For this assignment, you must select a small to medium sized business (SME) from any sector that aligns with an SDG of your choice. The business must be registered and operate within the United Kingdom. Your chosen organisation must have a sufficient level of publicly available and accessible information to support your assignment.

In this assignment you must conduct a detailed analysis of both the internal and external environments of your chosen Small to Medium Enterprise (SME), with a particular focus on how these factors influence the SME’s marketing strategy and overall business performance. The analysis will help to understand how internal factors such as organisational structure, resources, and capabilities influence the business, as well as how external factors such as market conditions, competition, and regulatory changes impact your chosen organisations strategic positioning.

Further instructions and a suggested assignment structure will be provided in class to facilitate further discussion around the assignment and to allow any questions / queries to be raised.

a) The assignment will take the form of an individual word-processed report

b) Your assignment must include a cover page, contents page, appropriate subheadings, page numbering. In addition, it must be written in an appropriate font and font size (i.e. Arial, Size 12).

c) Detailed assessment guidance will be given during seminar time in week 1 and aims to provide advice for this assessment exercise.

d) Completed assignments must be submitted in Word format via the Turnitin Dropbox in your Blackboard Ultra Course Area by the specified date and time outlined in the Key Assessment Information Table above.

e) All submitted assignments should have the file name:

i) "SurnameFirstNameBNumber"

ii) e.g. BrownJohnB00001234_AssignmentOne.

Coursework 1 – FEEDBACK

Written feedback will be provided to each individual student via their original submission on Turnitin 4+ weeks after the submission date.  Students will be alerted when their feedback has been released onto Blackboard Ultra.

Coursework 1 – ASSESSMENT RUBRIC/MARKING PROFORMA

Please see below a copy of your marking rubric for assignment one.

Coursework 2

Assessment Task

COURSEWORK 2 TASK (Part A & Part B)

Coursework Part A (30%) – Reflective Written Assignment

In this assignment, you must write a personal reflection on your learning experiences in the MKT750 Principles of Marketing module. You must use a reflective thinking framework of your choice (i.e. Gibbs Reflective Cycle, Kolb’s Learning Cycle) to support your reflections on the following questions;

1. How has the module deepened your understanding of the principles of marketing / fundamentals of marketing and your understanding of how it impacts the entire organisation?

1. What were the module highlights for you and how do you feel you have applied this knowledge throughout the semester? How will you carry it forward into the rest of the qualification?

1. How has the module influenced your career plans and why?

Maximum: 1500 words.

a) The assignment will take the form of an individual written assignment.

f) Detailed assessment guidance will be given in the Week 1 

g) Completed assignments must be submitted in Word format via the Turnitin Dropbox in your Blackboard Course Area by the specified date and time outlined in the Key Assessment Information Table above.

h) All submitted assignments should have the file name:

i) "SurnameFirstNameBNumber"

ii) e.g. BrownJohnB00001234_AssignmentOne.

Part B: (10%):  500 words- Individual discussion

Coursework 2B Instructions

1. Pick three questions from the list of eleven. You may wish to pick questions that interrelate or complement each other to help the flow of your discussion.
2. Answer three of these in a word document and upload it to the Turnitin drop box link in your Coursework 2 folder
3. This piece of work is weighted at 10% of your total grade
4. Your word limit is 500 word +/- 10%

Coursework 2B Questions

1. What is your understanding of marketing? What has informed your understanding of marketing to date? Now that we have introduced the topic, does has your opinion changed?

1. How does conducting an environmental analysis help an organisation identify opportunities and threats in their external environment, and what impact does this have on strategic decision-making?

1. How can businesses effectively utilise market research data to identify emerging consumer trends? How can they then use this to adjust their marketing strategies accordingly?

1. How can a company integrate the four elements of the marketing mix (Product, Price, Place, Promotion) to develop a cohesive and effective marketing strategy for a new product launch?

1. How can a service-oriented business effectively leverage the 7Ps of marketing (Product, Price, Place, Promotion, People, Process, Physical Evidence) to enhance customer satisfaction and differentiate itself in a competitive market?

1. How do psychological factors, such as perception, motivation, and attitude, influence consumer purchasing decisions, and how can businesses leverage this understanding to tailor their marketing strategies effectively?

1. How can a company effectively segment its market using demographic, geographic, psychographic, and behavioural criteria, and what are the potential benefits and challenges associated with each segmentation approach?

1. What are some effective strategies for engaging customers through digital channels, and how can businesses measure the success of these engagement efforts to enhance customer loyalty and brand advocacy?

1. How can a company create an integrated marketing communications strategy that ensures a consistent and cohesive brand message across multiple channels, and what are the key factors to consider in aligning these communications with overall business objectives?

1. What are the key challenges in marketing services compared to products, and how can service-based businesses address these challenges to enhance customer satisfaction and service quality?

1. How can businesses ensure that their marketing strategies respect consumers and avoid manipulative tactics, while still effectively driving sales and brand loyalty? 

Coursework 2A and B FEEDBACK

Written feedback will be provided to each individual student via their original submission on Turnitin 4+ weeks after the submission date.  

Students will be alerted when their feedback has been released onto Blackboard Ultra.

Coursework 2 – Part A – ASSESSMENT RUBRIC/MARKING PROFORMA

Please see below a copy of the assessment rubric / marking criteria for assignment two (Part A).

5. Learning Resources

Library’s Support Services

https://library.qahighereducation.com/ulster/ulster-library-session-business

1-2-1 appointment – in person or online - with a librarian for more support and guidance on how to use the Ulster database to research for materials using the following link. https://library.qahighereducation.com/contact

6. Organisation and Management

MKT750 Principles of Marketing is a 20-credit point module. 12 weeks teaching ( Lecture and seminar)

Summary of Learning Activities

Module delivery will typically consist of a two-hour lecture and a two-hour Seminar although format may vary slightly between weeks/sessions.

For the day, time and room number view your Timetable

Seminars – please refer to the teaching and learning plan below for the seminar topic. Attendance at Lectures and seminars are most important and therefore will be monitored.

Teaching and Learning Plan

The teaching plan/order of weekly topics is subject to change. The list below provides an outline summary of weekly activities and further information is available on BBL in the relevant week’s folder. Students will be expected to engage in all prescribed activities that contribute towards final assessment.