Principles of Marketing Module Specification (South Wales Business School PDF)

**Module Code:** QA1S002 **Module Title:** Principles of Marketing **Owning Faculty:** Faculty of Creative Industries **Division / School:** South Wales Business School **Subject Area:** International Year One Business **Module Leader:** Meirion Morgan **Module Team:** Meirion Morgan *...

**Module Code:** QA1S002 **Module Title:** Principles of Marketing **Owning Faculty:** Faculty of Creative Industries **Division / School:** South Wales Business School **Subject Area:** International Year One Business **Module Leader:** Meirion Morgan **Module Team:** Meirion Morgan **First Year of Intake:** October **2021** **Final Year of Intake:** **Credit Value:** 20 **Credit Level:** 4 **Pre-requisites:** **Co-requisites:** **Language of Study:** English **Percentage of module taught in Welsh:** N/A **Equivalent Module:** **HECoS Code(s):\ (please specify all related to module)** 100075 **This module is a component of the following course(s):** International Year One Business **If this module is replacing another module, please provide the module code** **Module Aims:** This module aims to teach students a range of core marketing and consumer behaviour concepts that will enable them to perform key marketing functions and processes. **Content Summary:** Marketing is the management process used to identify, anticipate, and satisfy the requirements of customers both efficiently, and profitably. At the heart of marketing is the idea that your customer is your best asset. This module teaches you how to understand and market to your customer. These are fundamental skills in the diverse and fast paced marketing industry. As a part of this module, you will be encouraged to reflect on your own thoughts and behaviours as a consumer. You'll be assessed on your ability to relate your behaviours back to key marketing and consumer behaviour theories through a creative, consumer-focussed infographic. Infographics need to present information succinctly, and therefore this assessment is notably below USW's assessment tariff. You can expect to cover the following topics as a part of this module: - Introduction to marketing and consumer behaviour Brands and branding - The 7P's - Segmentation, targeting, and positioning Relationship management - The consumer decision making process - Media touchpoints - Reference groups, attitude formation, and change **Learning and Teaching Methods:** **Activity Type** **Number of Hours** Lecture Seminars 48 Tutorials Project Supervision Demonstration Practical Classes and Workshops Supervised time in studio/workshop Fieldwork External visits (including fieldtrips) Work-based learning Independent Study 65 Placement Year Abroad Directed Study (including online independent learning) 75 Formative assessment - scheduled 4 Formative assessment - independent Active/simulation based Groupwork 8 **Learning Outcomes** **Learning Outcome 1:** Demonstrate an understanding of a range of fundamental marketing concepts. **Learning Outcome 2:** Demonstrate an ability to reflect on consumption habits and processes. **Assessment Selection** The selection of assessment for this module is based around the team-based approach to learning which is adopted for this module. There is one component learners are required to develop both independent learning skills, and develop their digital skills. +---------+---------+---------+---------+---------+---------+---------+ | **Asses | **Asses | **Descr | **Durat | **Word | **Weigh | **Pass | | sment | sment** | iption* | ion** | Count** | t | Mark** | | Categor | | * | | | (%)** | | | y** | **Type* | | | | | | | | * | | | | | | +=========+=========+=========+=========+=========+=========+=========+ | Practic | Poster | Poster | | | 100 | 40% | | al | Present | (Infogr | | | | | | Assessm | ation | aphic) | | | | | | ent | | - | | | | | | (CW) | | Develop | | | | | | | | a | | | | | | | | succinc | | | | | | | | t | | | | | | | | infogra | | | | | | | | phic | | | | | | | | in a | | | | | | | | digital | | | | | | | | format | | | | | | | | which | | | | | | | | explore | | | | | | | | s | | | | | | | | relevan | | | | | | | | t | | | | | | | | marketi | | | | | | | | ng | | | | | | | | and | | | | | | | | consume | | | | | | | | r | | | | | | | | behavio | | | | | | | | ur | | | | | | | | theorie | | | | | | | | s. | | | | | +---------+---------+---------+---------+---------+---------+---------+ **Assessment Matrix** ----------------------- -------------------------- -- -- -- **Title of Assessment:** **Learning Outcomes** Poster Presentation **1** **X** **2** **X** ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- **Graduate Attributes:\ **Indicate where appropriate** **(please refer to [[Graduate Attributes]](https://universityofsouthwales.sharepoint.com/:b:/s/QAEAllStaff/EVl4su5slGREk6-E1f5RyUgBeW7mRkDIUsSNItjMnGB4cw?e=kx8tB9) definitions for further information) ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- -------------------------------- **D1: Commercial Awareness** **D2: Communication** X **D3: Leadership** **D4: Innovation & Enterprise** **D5: Project Management** X **D6: Digital Literacy** X ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- +-----------------------------------------------------------------------+ | **Indicative Reading List** | +=======================================================================+ | Please include a link to your electronic reading list below | | | | Masterson, R., Phillips, N., and Pickton, D. (latest edition). | | *Marketing: An Introduction*. London; Sage. 2017 | | | | Sethna, Z., Blythe, J. (latest edition). *Consumer Behaviour*. | | London; Sage. 2016 | | | | Kimmel, A. J. (latest edition). *Psychological Foundations of | | Marketing*. Abingdon; Routledge. 2018 | | | | Trade press including Marketing Week | +-----------------------------------------------------------------------+