Principles of Markets, Marketing and Selling

The details
Essex Business School
Southend Campus
Full Year
Undergraduate: Level 4
Thursday 08 October 2020
Friday 02 July 2021
03 June 2020


Requisites for this module



Key module for

BBA N100 Business Administration,
BBA N103 Business Administration (Including Placement Year),
BBA N104 Business Administration (Including Foundation Year),
BBA N104CO Business Administration (Including Foundation Year),
BBA N110 Business Administration (Including Year Abroad),
BSC N120 International Business and Entrepreneurship,
BSC N121 International Business and Entrepreneurship (Including Year Abroad),
BSC N123 International Business and Entrepreneurship (Including Placement Year),
BSC N124 International Business and Entrepreneurship (Including Foundation Year),
BSC N124CO International Business and Entrepreneurship (Including Foundation Year),
BSC N501 Marketing,
BSC N502 Marketing (Including Year Abroad),
BSC N504 Marketing (Including Placement Year),
BSC N505 Marketing (Including Foundation Year),
BSC N505CO Marketing (Including Foundation Year),
BSC N832 Tourism Management,
BSC N833 Tourism Management (Including Year Abroad),
BSC N834 Tourism Management (Including Placement Year),
BSC N835 Tourism Management (Including Foundation Year),
BSC N835CO Tourism Management (Including Foundation Year),
BSC N355 International Business and Finance,
BSC N356 International Business and Finance (Including Placement Year),
BSC N357 International Business and Finance (Including Year Abroad),
BSC N358 International Business and Finance (Including Foundation Year)

Module description

This module is a first year foundation module in marketing and intended to introduce students to the subject. The module does not assume that the students have any prior knowledge about the subject. However, an interest in and awareness of marketing practice issues will benefit the students in understanding aspects of the marketing function.

While the module introduces the subject to the student, it highlights the diverse contexts of marketing setting - across different firm sizes, at national and international levels and for both goods and services. Particularly, in line with the scheme focus, the module concentrates on marketing issues relevant to entrepreneurial firms. The module examines the marketing concept in the context of entrepreneurship, the marketing environment for new ventures and small firms, the challenges of a regional, local and global marketplace, use of market information and research to understand the marketing setting, strategic marketing planning for new ventures and small firms and the marketing mix and its application for new ventures and small firms. The module will draw upon the marketing and entrepreneurship literature and use theories, concepts and cases to build an understanding and appreciation of the marketing function for entrepreneurial firms.

The main aim of the module is to enable students to develop a critical understanding of the significance of the marketing function and its role and contribution to the development of firms.

Module aims

The main aim of the module is to enable students to develop a critical understanding of the significance of the marketing function and its role and contribution to the development of firms.

Module learning outcomes

As the module is spread over two terms, the learning outcomes are specific to each term. On successful completion of the module, at the end of the two terms, students should be able to:

Autumn Term

Appreciate the fundamentals of marketing, the purpose of the marketing function and its relevance to business and the wider society

Obtain a critical understanding of the strategic marketing planning process, the elements of marketing environment and their influence on strategy and operations

Explore and conceptualise the marketing setting for business to consumer and business to business markets

Understand the importance of market information and market research for the marketing process and the role of relationship development with customers

Develop key kills in written communication, use of IT, and improving own learning & performance

Spring Term

Appreciate the elements of core marketing strategy and the use of segmentation, targeting and positioning for strategy formulation

Build an awareness and understanding of the tactical elements of the marketing mix, including products, services, distribution, promotion, pricing and sales management

Understand the application of the marketing concept and elements of the marketing mix in the context of entrepreneurial firms at the start-up and growth stages

Develop key kills in written communication, use of IT, and improving own learning & performance

Module information

No additional information available.

Learning and teaching methods

The learning and teaching methods for the module will use a combination of: - Lectures - Seminars - Discussion of case studies - Class exercises - Individual work - Signposting to additional resources Lectures The lectures will be developed around the key concepts as mentioned in the indicative module content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 1 hour per week for 10 weeks in two terms. Seminars Seminars in the form of class exercises or discussion of cases will follow each lecture to develop critical analytical and problem solving skills. Seminars will use a range of activities, such as discussion of case studies from the core text, topical business news items and will involve students working in pairs or groups or individually to discuss, reflect on problems and answer questions, present their ideas and thoughts to the class for discussion.


  • Kotler, Philip; Armstrong, Gary. (no date) Principles of marketing.
  • Kotler, Philip; Armstrong, Gary; Opresnik, Marc O.; dawsonera. (2017) Principles of marketing, Harlow: Pearson.

The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Written Exam  Online Test 1 (50%)    50% 
Written Exam  Online Test 2 (50%)    50% 

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Niraj Kumar, email:
Dr Kholoud Mohsen, email:
Dr Niraj Kumar (AU Term), Dr Kholoud Mohsen (SP);



External examiner

Dr Pantea Foroudi
Middlesex University London
Available via Moodle
Of 57 hours, 40 (70.2%) hours available to students:
17 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

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