Module ECOS2151: PRACTICE OF MARKETING

Department: Economics, Finance and Business (Economics and Finance) [Queen's Campus, Stockton]

ECOS2151: PRACTICE OF MARKETING

Prerequisites

• None.

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• To provide students with both knowledge and skills to enable them to appreciate and/or practice marketing in contemporary international markets.

Content

• Shifting business paradigms (including the new value paradigm).
• Discovering and understanding the importance of customer (buying) behaviour.
• The basics of marketing strategy and planning.
• Formation of short-term practical price, place and promotion plans.
• Value Added Marketing.
• Key characteristics and importance of International Marketing.
• Future direction of marketing.

Learning Outcomes

• At the end of the module students should be able to:
• appreciate the importance of the shift in the underlying business environment paradigm (late 1980's on) from a sellers' to a buyers' market and the impact that this has on the value paradigm.
• understand the importance of researching and serving customer behaviour.
• be familiar with the basics of marketing strategy formation and planning.
• understand the concept of the 'Marketing Mix' and how it is implemented through modern marketing practice.
• be aware of the importance and specific characteristics of International Marketing.
• be familiar with the future direction of Marketing.

• have practiced application of key marketing skills to a set of graded case studies

• Library Research - by researching appropriate periodicals, websites, books, and other reference sources to draw together required information for summative assignment
• Synthesis of data - by bringing together located relevant information and presenting it in a coherent form
• Critical thinking - by considering issues from a range of perspectives and drawing upon appropriate concepts/values to reach a critical assessment
• Problem solving - by negotiating obstacles in the pursuit of an objective and by developing effective strategies to overcome them.
• Creativity - by thinking laterally and innovatively, to develop original approaches in defining and solving problems.
• Reflection on learning - by standing back, reviewing an activity or task, capturing its essence and by systematically planning the next steps.
• Action planning/decision taking - e.g. by planning, setting and meeting own objectives and making decisions starting from a variety of possible options.
• Written materials - by constructing grammatically correct and well written/spelt essays and reports, using the most appropriate style for the purpose.
• Information skills - by seeking, storing, synthesing, using and presenting information in ways appropriate to the task.
• Computer skills - by using computer applications to the level required and appropriate to the problem in hand
• Groupwork/teamwork - by cooperating with others, making a variety of contributions to help the group achieve its goal.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Teaching is by lectures and seminars. Learning takes place through attendance at lectures, preparation for and participation in seminar classes, and private study. Formative assessment is by means of an essay. Summative assessment is by means of a written examination plus a case study assignment.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

One 1500 word essay.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University