BE510-5-AU: INTRODUCTION TO MARKETING
Year: 2013/14
Department: Essex Business School
Essex credit: 15
ECTS credit: 7.5
Available to Study Abroad / Exchange Students: Yes Pre-requisites: BE400 OR IA152
| Module is taught during the following terms |
| Autumn |  | Spring |  | Summer | |
Module Description
MODULE OUTLINE
This module provides an introduction to the discipline of marketing. Through a combination of lectures, in-class discussions and case studies, it introduces you to the major concepts and techniques of marketing. Practical aspects of marketing are examined critically and the subject of ethics in marketing, that stresses the need to balance the bottom line and social responsibility, is a theme that runs throughout the module.
MODULE LEARNING AIMS
To provide an understanding of the fundamental principles of marketing and the marketing process in modern organisations.
To provide a set of conceptual and theoretical tools and techniques for analysing major marketing problems.
To provide a critique of contemporary marketing theory and practice
MODULE LEARNING OUTCOMES
By the end of the course you should be able to:
understand the main marketing concepts, principles and techniques and their application in a range of situations
understand the marketing process and demonstrate familiarity with the essential elements of marketing
analyse specific marketing problems, identify and critically evaluate alternative marketing approaches for their solution
work as a member of a team contributing to the execution of a practical task
Learning & Teaching Methods
TEACHING DELIVERY
The module consists of ten weekly sessions, each session comprising of a one-hour lecture and a one-hour class. A revision lecture will take place in the Summer Term.
Lectures: The lectures introduce the students to key marketing concepts and theories.
Classes: Class activities are aimed at demonstrating the application of the concepts in contemporary business practices, often by means of case studies. Students are required to complete exercises, sometimes individually, sometimes in groups, prepare in-class presentations, and actively participate in and contribute to the class discussions. Experience shows that students who have a good understanding of the case study material perform significantly better in assessment
Assessment
100 per cent Coursework Mark
Coursework:
Coursework worth 40% of overall mark
Other details:
Exam worth 60% of overall mark
Exam Duration and Period
Other information
ASSESSMENT
The module is assessed by means of
a) Coursework. A 2,000 word essay worth 40% of the overall mark.
b) Examination. A two hour closed-book examination in the summer term worth 60% of the overall mark. The two hour examination will require you to answer any two questions from the five provided.
The final mark awarded to the student will be based on the mark for the test (40%) and for the examination (60%).