BE500-4-FY-SO:
Principles of Marketing

The details
2024/25
Essex Business School
Southend Campus
Full Year
Undergraduate: Level 4
Current
Thursday 03 October 2024
Friday 27 June 2025
30
27 June 2023

 

Requisites for this module
(none)
(none)
(none)
(none)

 

(none)

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 N834 Tourism Management (Including Placement 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),
BSC N358CO International Business and Finance (Including Foundation Year),
BSC N111 Business Administration and Supply Chain Management,
BSC N112 Business Administration and Supply Chain Management (Including Placement Year),
BSC N113 Business Administration and Supply Chain Management (Including Year Abroad),
BSC N114 Business Administration and Supply Chain Management (Including Foundation Year),
BSC N114CO Business Administration and Supply Chain Management (Including Foundation Year),
BSC N130 Business and Analytics,
BSC N131 Business and Analytics (including Placement Year),
BSC N132 Business and Analytics (including Year Abroad),
BSC N133 Business and Analytics (including Foundation Year),
BSC N133CO Business and Analytics (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.

Module aims

The aim of this 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

By the end of this module, students will be expected to be able to:



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

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

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

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

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

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

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

  8. 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

While this 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.


This 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.


This 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.

Learning and teaching methods

This module will be delivered via:

  • One 1-hour lecture per week.
  • One seminar per week.

The learning and teaching methods for the module will use a combination of lectures, seminars, discussion of case studies, class exercises, individual work and signposting to additional resources.

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. 

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. 

Bibliography*

This module does not appear to have a published bibliography for this year.

Assessment items, weightings and deadlines

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

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%

Reassessment

Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Hyerhim Kim, email: h.kim@essex.ac.uk.
Dr Joao Oliveira, email: joao.oliveira@essex.ac.uk.
Dr Kholoud Mohsen
h.kim@essex.ac.uk, joao.oliveira@essex.ac.uk

 

Availability
No
No
No

External examiner

Dr Farhana Sajjad
University of Surrey
Senior Lecturer
Resources
Available via Moodle
Of 426 hours, 60 (14.1%) hours available to students:
366 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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