Download KBC300 - University of Kent

MODULE SPECIFICATION COVER SHEET
1.
Title of the module
Marketing
2.
School or partner institution which will be responsible for management of the module
Canterbury College
3.
The level of the module (e.g. Level 4, Level 5, Level 6 or Level 7)
Level 4
4.
The number of credits and the ECTS value which the module represents
15 (7.5 ECTS)
5.
Which term(s) the module is to be taught in (or other teaching pattern)
Autumn
6.
Prerequisite and co-requisite modules
None
7.
The programmes of study to which the module contributes
HND Business (all pathways)
8.
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1 Investigate the concept and process of marketing
2 Explore the concepts of segmentation, targeting and positioning
3 Identify and analyse the individual elements of the extended marketing mix
4 Apply the extended marketing mix to different marketing segments and contexts.
9.
The intended generic learning outcomes.
On successfully completing the module students will be able to:
1. Ability to identify and knowledge of, underlying concepts and principals
2. Ability to evaluate and interpret underlying concepts and principals
3. Ability to communicate the results of their study/work accurately and reliably
10.
A synopsis of the curriculum
1 Concept and process of marketing
Definitions: alternative definitions including those of the Chartered Institute of Marketing and the American
Marketing Association, satisfying customers’ needs and wants, value and satisfaction, exchange relationships,
the changing emphasis of marketing
Marketing concept: evolution of marketing, business orientations, societal issues and emergent philosophies,
customer and competitor orientation, efficiency and effectiveness, limitations of the marketing concept
Marketing process overview: marketing audit, integrated marketing, environmental analysis, SWOT analysis,
marketing objectives, constraints, options, plans to include target markets and marketing mix, scope of
marketing
Costs and benefits: benefits of building customer satisfaction, desired quality, service and customer care,
relationship marketing, customer retention, customer profitability, costs of too narrow a marketing focus, total
quality marketing
MODULE SPECIFICATION
2 Segmentation, targeting and positioning
Macro-environment: environmental scanning, political, legal, economic, socio-cultural, ecological and
technological factors
Micro-environment: stakeholders (organisation's own employees, suppliers, customers, intermediaries, owners,
financiers, local residents, pressure groups and competitors), direct and indirect competitors, Porter’s
competitive forces
Buyer behaviour: dimensions of buyer behaviour, environmental influences, personal variables, motivation,
perception and learning, social factors, physiological stimuli, attitudes, other lifestyle and lifecycle variables,
consumer and organisational buying
Segmentation: process of market selection, macro and micro segmentation, bases for segmenting markets i.e.
geographic, demographic, psychographic and behavioural; multivariable segmentation and typologies, benefits
of segmentation, evaluation of segments and targeting strategies, positioning, segmenting industrial markets,
size, value, standards, industrial classification
3 Extended marketing mix
Product: products and brands - features, advantages and benefits, the total product concept, product mix,
product life-cycle and its effect on other elements of the marketing mix, product strategy, new product
development, adoption process
Place: customer convenience and availability, definition of channels, types and functions of intermediaries,
channel selection, integration and distribution systems, franchising, physical distribution management and
logistics, ethical issues
Price: perceived value, pricing context and process, pricing strategies, demand elasticity, competition, costs,
psychological, discriminatory, ethical issues
Promotion: awareness and image, effective communication, integrated communication process - (SOSTT +
4Ms), promotional mix elements, push and pull strategies, advertising above and below the line including
packaging, public relations and sponsorship, sales promotion, direct marketing and personal selling, branding,
internet and online marketing
The shift from the 4Ps to the 7Ps: product-service continuum, concept of the extended marketing mix, the
significance of the soft elements of marketing - people, physical evidence and process management
4 Different marketing segments and contexts
Consumer markets: fast-moving consumer goods, consumer durables, co-ordinated marketing mix to achieve
objectives
Organisational markets: differences from consumer markets, adding value through service; industrial, nonprofit making, government, re-seller
Services: nature and characteristics of service products — intangibility, ownership, inseparability, perishability,
variability, heterogeneity — the 7Ps, strategies, service quality, elements of physical product marketing,
tangible and intangible benefits
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Module Specification Template (September 2015)
MODULE SPECIFICATION
International markets: globalisation, standardisation versus adaptation, the EU, benefits and risks, market
attractiveness, international marketing mix strategies
11. Reading List (Indicative list, current at time of publication. Reading lists will be published
annually)
Brassington F and Pettitt S. (2003) Principles of Marketing, 3rd edition, London:FT Prentice Hall,
Jobber D. (2007) Principles and Practice of Marketing, 5th edition, New York:McGraw Hill,
12. Learning and Teaching methods
Each HND Business module accrues 15 credits and equates to a total learning time of 150 hours. Students
will be expected to undertake approximately 105 hours of independent study, including required reading,
study, research and completing assignments.
There will be a total of 45 hours class contact time. This will involve a combination of lectures, exercises and
learning activities. Students are expected to be active participants in discussions, activities and
presentations. The application of theory to practice is an essential element in the development of the
students and will be fostered and enhanced by the practical application of theory to work place related
events.
13. Assessment methods.
Method
of
assessme
nt
Individual
Written
Assignment
Learning Outcome
Weig
hting
Words
length
Outline details
Subject Specific Learning
Outcomes
40%
2000w
ords
Students will complete an
individual written assignment to
2000 words that will require
them to critically reflect on the
learning outcomes identified
and apply them to the group
task.
1. Investigate the concept and
process of marketing
2. Explore the concepts of
segmentation, targeting and
positioning
Generic Learning Outcomes
a)
Ability to identify and
knowledge of, underlying
concepts and principals
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Module Specification Template (September 2015)
MODULE SPECIFICATION
14.
Group
Presentation
Subject Specific Learning
Outcomes
4000
Words
60%
3. Identify and analyse the
individual elements of the
extended marketing mix
Students will complete a Group
presentation equivalent to 4000
words that will require them to
apply the range of topics
covered within this module to
identified contexts.
4. Apply the extended marketing
mix to different marketing
segments and contexts.
Generic Learning Outcomes
b)
Ability to evaluate and
interpret
underlying
concepts and principals
c) Ability to communicate the
results of their study/work
accurately and reliably
Map of Module Learning Outcomes (sections 8 & 9) to Learning and Teaching Methods (section12)
and methods of Assessment (section 13)
Module
learning
outcome
8.1
8.2
8.3
8.4
9.1
9.2
9.3
X
X
X
Learning/
teaching
method
Hours
allocated
Self- Directed
Study
105
X
X
X
X
Lectures
15
X
X
X
X
Seminars
30
X
X
X
X
Individual
Written
Assignment
2000
X
X
Group
Presentation
4000
X
X
X
X
X
X
Assessment
method
15.
X
X
X
The Collaborative Partner recognises and has embedded the expectations of current
disability equality legislation, and supports students with a declared disability or special
educational need in its teaching. Within this module we will make reasonable adjustments
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Module Specification Template (September 2015)
MODULE SPECIFICATION
wherever necessary, including additional or substitute materials, teaching modes or
assessment methods for students who have declared and discussed their learning support
needs. Arrangements for students with declared disabilities will be made on an individual
basis, in consultation with the Collaborative Partner’s disability/dyslexia student support
service, and specialist support will be provided where needed.
16.
Campus(es) or Centre(s) where module will be delivered:
Canterbury College
If the module is part of a programme in a Partner College or Validated Institution, please
complete sections 17 and 18. If the module is not part of a programme in a Partner College
or Validated Institution these sections can be deleted.
17. Partner College/Validated Institution:
Canterbury College
18. University School responsible for the programme: Kent Business School
FACULTIES SUPPORT OFFICE USE ONLY
Revision record – all revisions must be recorded in the grid and full details of the change retained in the
appropriate committee records.
Date approved
Major/minor
revision
Start date of the delivery of
revised version
Section revised
Impacts PLOs (Q6&7 cover
sheet)
06/06/16
Minor
September 2016
13,14
No
5
Module Specification Template (September 2015)