BE556-7-AU-CO:
Marketing: Principles and Practices
PLEASE NOTE: This module is inactive. Visit the Module Directory to view modules and variants offered during the current academic year.
2023/24
Essex Business School
Colchester Campus
Autumn
Postgraduate: Level 7
Inactive
Thursday 05 October 2023
Friday 15 December 2023
20
31 March 2021
Requisites for this module
(none)
(none)
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The aim of this module is to introduce students to the theory and practice of marketing. It will present some of the key principles of marketing, particularly useful for those not previously familiar with the subject area. In addition, it will cover some topics important to the contemporary marketing context including consumer behaviour, relationship marketing, digital marketing and cause-related marketing. It introduces marketing theories and models while also providing a critical perspective on the effects of these to political, social, and cultural life. Thus, the module views marketing not only as an organisational function but also as a field of social interaction in a global context.
The aims of the module are:
* To introduce students to key principles of marketing
* To provide a range of critical perspectives on contemporary marketing practice from a number of different standpoints
* To demonstrate how marketing concepts, influence business, and wider cultural practices
* To address the role of marketing in society
On successful completion of the module, students will be able to:
* Analyse the historical emergence of marketing, and locate marketing within a wider social, economic and political context
* Demonstrate an understanding of key principles, practices, theories and concepts that constitute contemporary marketing practice
* Critically evaluate the role of marketing in contemporary society
Skills for Your Professional Life (Transferable Skills)
* Develop commercial awareness of contemporary context and issues of marketing through engagement with case-studies and guest speakers
* Improve your marketing-specific research skills using Mintel, Orbis and other digital databases
* Build critical analysis skills through written case study
No additional information available.
The module will be taught in eight weekly sessions. The lecture session will consist of a formal lecturer-led presentation on the topic under discussion, followed by the session of class as an interactive workshop-style case studies that will provide the opportunity for students to relate the conceptual frameworks to practical cases.
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
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
Reassessment
Module supervisor and teaching staff
Dr Maged Ali, email: maaali@essex.ac.uk.
Dr Maged Ali
maaali@essex.ac.uk
Yes
No
No
Dr Stephanie Anderson
Available via Moodle
Of 24 hours, 23 (95.8%) hours available to students:
1 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).
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