Download UNIT TITLE: Marketing in the 21st Century CREDIT POINTS: 20

UNIT TITLE: Marketing in the 21st Century
CREDIT POINTS: 20
FHEQ LEVEL: 3
UNIT DESIGNATION: Traditional
Date validated: November 2014
UNIT CODE: MKT491
Academic School: Business, Law and
Communications
Programme Group: Advertising, Marketing
and Communications
Date last modified:
Unit delivery model: CD
Max & Min Student No.: N/A
TOTAL STUDENT WORKLOAD
Students are required to attend and participate in all the formal timetabled sessions for the
unit. Students are also expected to manage their directed learning and independent study
in support of the unit.
PREREQUISITES AND CO-REQUISITES
None.
UNIT DESCRIPTION
This unit provides a foundation to marketing concepts, focusing particularly on markets,
customers and issues in marketing whilst also developing marketing employability skills.
Students are expected to gain an understanding of marketing in an integrated context within
the organisation and wider environment. Students will be provided with the opportunity to
develop their knowledge and understanding of marketing, to develop their cognitive skills,
to demonstrate professional skills and to develop transferable key skills. On completion of
the unit students will have the necessary knowledge and skills to study marketing within a
business degree programme.
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding
K1 Understand the theoretical concepts of markets, customers and issues.
Cognitive Skills
C1 Apply marketing knowledge and skills to work related situations.
Practical and Professional Skills
P1 Discuss information from a variety of sources and apply to an organisation and the
wider business environment.
Transferable and Key Skills
T1 Communicate information and ideas effectively using a variety of methods.
AREAS OF STUDY
The Market:
Market analysis
Primary and secondary research
Marketing strategy (objectives, product life cycle, product portfolio analysis, usp’s)
Marketing planning
Marketing Mix
Customers:
Segmentation, targeting and positioning
Customer service
Customer care
Consumer buyer behaviour
Issues:
e-marketing
International marketing
Marketing ethics
LEARNING AND TEACHING STRATEGY
Seminars will introduce, develop and discuss key themes and concepts relating to marketing,
customers and issues. Seminars will include small and large group discussions and informal
presentation of findings to aid understanding.
Classroom and IT based workshops will provide opportunities to apply marketing concepts
to the selected business organisation and to receive formative feedback from tutors.
‘myCourse’ will be used to provide students with access to all unit materials as well as links
to additional subject content and employability skills development. In addition material
from the chosen business organisation which supports the understanding, development and
application of marketing theories and concepts.
ASSESSMENT STRATEGY
The students will be assessed in two ways; e-portfolio and group presentation.
An e-portfolio (Mahara) will be utilised to allow students to demonstrate achievement of
the learning outcomes. The e-portfolio will be based on the chosen business organisation. It
will provide students with the opportunity to creatively produce and present research
findings and analysis of markets, customers and issues which impact upon the chosen
organisation. Extensive on-line support and training for the e-portfolio is available on
myCourse. During regular and appropriate intervals students will have the opportunity to
gain formative feedback on their e-portfolio from both tutors and peers, this will take place
during and following the IT workshops. The formative feedback will focus on students
marketing knowledge and understanding and success in application to the chosen
organisation. Students will also be given time in seminars to discuss their work with their
tutor and gain supportive feedback on this.
Students are required to produce a group presentation based on their work with the chosen
business organisation. The presentation provides students with an opportunity to
demonstrate a strong understanding and skills acquisition of the learning outcomes. The
group presentation promotes collaborative working and allows students to present their
assessment in a creative manner directly to representatives from the chosen business
organisation. Students will be given formal training on ‘how to present’ and prior to the
summative group presentation they will be given the opportunity to present and gain
formative feedback from their peers and the tutor. Normally students will be marked as a
group and this will be undertaken in line with Faculty guidance.
ASSESSMENT
AE1
weighting:
assessment type:
length/duration:
online submission:
grade marking:
anonymous marking:
70%
e-portfolio
2,500 words
Yes
Yes
No
AE2
weighting:
assessment type:
length/duration:
online submission:
grade marking:
anonymous marking:
30%
Group presentation
10 minutes
No
Yes
No
Aggregation of Marks
Standard University regulations apply. Marks from all elements of assessment will be
aggregated.
Re-assessment Arrangements
Re-assessment of the portfolio will follow the same format. If a student receives a referral
for the group presentation they will be set an individual written report for re-assessment.
Unit Author: Ruth McLellan
Date of version: November 2014