BE501-4-SP-CO:
Introduction to Marketing

The details
2023/24
Essex Business School
Colchester Campus
Spring
Undergraduate: Level 4
Current
Monday 15 January 2024
Friday 22 March 2024
15
02 November 2023

 

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

 

BE440, BE511, BE518, BE519, BE530, BE535

Key module for

BSC N200 Business Management,
BSC N201 Business Management (Including Foundation Year),
BSC N202 Business Management (Including Year Abroad),
BSC N204 Business Management (Including Placement Year),
BA NR19 Business Management and Modern Languages,
BA N1R9 Business Management with a Modern Language,
BA T7N2 Latin American Studies with Business Management,
BA T7N4 Latin American studies with Business Management (Including Foundation Year),
BSC N2N5 Management and Marketing (Including Foundation Year),
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad),
LLB MN00 Law with Business,
LLB MN01 Law with Business (Including Year Abroad),
LLB MN02 Law with Business (Including Placement Year),
LLB MN03 Law with Business (Including Foundation Year),
BA N19R Business Management and Language Studies,
BA LN10 Business Economics,
BA LN11 Business Economics (Including Year Abroad),
BA LN12 Business Economics (Including Placement Year),
BA LX10 Business Economics (Including Foundation Year),
BA VV20 Philosophy with Business Management,
BA VV21 Philosophy with Business Management (Including Foundation Year),
BA VV22 Philosophy with Business Management (Including Placement Year),
BA VV23 Philosophy with Business Management (Including Year Abroad),
BA L933 Global Studies with Business Management,
BA L934 Global Studies with Business Management (Including Foundation Year),
BA L935 Global Studies with Business Management (Including Placement Year),
BA L936 Global Studies with Business Management (Including Year Abroad),
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad),
BA L215 Politics with Business,
BA L216 Politics with Business (Including Placement Year),
BA L217 Politics with Business (including Year Abroad),
BSC LL25 Politics with Business,
BSC LL26 Politics with Business (Including Placement Year),
BSC LL27 Politics with Business (including Year Abroad),
BSC N260 Business and Human Resource Management,
BSC N261 Business and Human Resource Management (including Placement Year),
BSC N262 Business and Human Resource Management (including Year Abroad),
BSC N263 Business and Human Resource Management (Including Foundation Year),
BA N29RCO Business Management with Language Studies

Module description

This module introduces students to the fundamental principles of marketing and covers the core elements of marketing management.


The module explores marketing planning; the segmentation, targeting and positioning (STP) process; and the extended marketing mix (product, price, promotion, place, people, process, and physical environment). The module aims to help students develop marketing knowledge and skills that are important for future modules as well as the workplace.

Module aims

The aims of this module are:



  • To develop an understanding of the fundamental principles of marketing and of the core components of marketing management.

  • To learn about the role of market research in marketing planning.

  • To learn how to identify and evaluate market segments through an exploration of the Segmentation, Targeting and Positioning (STP) process.

  • To learn about the Extended Marketing Mix and about how it needs to be managed for successful marketing.

Module learning outcomes

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



  1. Understand the role of marketing management in helping products and services succeed in competitive environments.

  2. Understand the key elements of marketing planning.

  3. Understand the Segmentation, Targeting and Positioning (STP) process.

  4. Understand the importance of managing the Extended Marketing Mix effectively in order to target specific consumer segments successfully.

Module information

Syllabus



  • Marketing Principles.

  • Understanding Customers.

  • Marketing Planning.

  • Segmentation & Targeting.

  • Positioning & Branding.

  • Managing Product & Price.

  • Managing Promotion.

  • Managing Place.

  • Managing People & Process.

  • Managing the Physical Environment.

Learning and teaching methods

This module will be delivered via:

  • One 1-hour lecture per week.
  • One 2-hour seminar per fortnight

Lectures

Lectures will provide coverage of relevant ideas, theories, concepts/frameworks, and examples.

Seminars

Starting in week 17 or week 18, will complement lectures with up to 50 students per seminar. These will take place from week 17 to week 24, and during those weeks where there are no fortnightly BE402 seminars. During seminars, students will be tasked with group activities to put lecture content into practice.

Guided Reading

Lecturers will provide readings from the marketing literature, which discuss concepts and theories in greater depth and apply these to business contexts. The lecturers will also provide questions to help students approach these materials. The concepts and theories which are introduced in lectures and discussed in the guided reading will be examined through a Multiple-Choice Question assessment.

Moodle and MyMarketingLab

Moodle is the University's online learning platform for all modules at the Business School. Lectures, notices, links to wider support and supplementary reading can be found there. Additionally, this module will use the MyMarketingLab platform, which sits within Moodle to offer remote access to the core textbook and enhanced online interactivity via custom-built exercises, tasks and assessments.

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     
Exam  Main exam: Remote, Open Book, 24hr during Summer (Main Period) 
Exam  Reassessment Main exam: Remote, Open Book, 24hr during September (Reassessment Period) 

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
30% 70%

Reassessment

Coursework Exam
0% 100%
Module supervisor and teaching staff
Miss Polly Sokolova, email: pivano@essex.ac.uk.
Polly Sokolova, Jaakko Nevasto, Tony Holt, Rasha Elsawy, Samanmali Alujjage Don, Abhisek Kuanr
ebsugcol@essex.ac.uk

 

Availability
No
No
No

External examiner

No external examiner information available for this module.
Resources
Available via Moodle
Of 55 hours, 55 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.

 

Further information
Essex Business School

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