SHE Level 1
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M1N522417
Module Leader Christine Mullin
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • A (September start)-B (January start)

Summary of Content

This module introduces students to the principles of marketing and the central role of the consumer in marketing within different types of organisations. It provides an introductory understanding of the key decision areas in marketing and offers an overview of some of the challenges facing marketers in the 21st century. Summary of how PRME-related issues / topics are covered in this module : This module will examine some of the ethical issues surrounding marketing in terms of consumerism and marketing communications. It will also consider the company's perspective of ethical marketing.


What is marketing? Understanding consumer behaviour The marketing environment Marketing research Marketing segmentation and positioning Managing products The product life cycle and new product development Pricing strategy Marketing communications Distribution Marketing across borders

Learning Outcomes

On successful completion of this module, the student should be able to:1. Demonstrate an understanding of the marketing concept.2. Demonstrate an understanding of the key influences in the consumer buying process.3. Show an ability to identify factors in the macro and micro environments that may impact on marketing practice.4. Explain the roles and functions of marketing research.5. Identify and demonstrate an understanding of product/service issues, including the classification of products/services, new product development and the product life cycle.6. Demonstrate and understanding of the key concepts relating to pricing.7. Demonstrate an understanding of the marketing communication tools and the application of the same.8. Demonstrate an understanding of the functions and interaction of channel members, the major channel alternatives and how companies select, motivate and evaluate channel members.9. Demonstrate an understanding of the issues involved in international marketing

Teaching / Learning Strategy

Teaching and learning will comprise of a one hour lecture and one hour seminar per week. Students will be introduced to theoretical concepts, principles and issues through the lectures and these issues /concepts will be further examined during the seminar. Five of the seminars will be used for students to make a presentation (which will be followed by a written report). The teaching philosophy incorporates the use of a VLE (Blackboard) whereby student resources will be served on a dedicated module website. This will provide a large range of learning resources, including course material, further reading, videos and self assessment quizzes. Students will receive written feedback on their presentation one week after it has taken place and written feedback on their report one week after it has been handed in. This means that a group presenting in e.g week 6 will get written feedback on their presentation in week 7, their report will be submitted the following week (week 8) and they will receive feedback the following week (week 9). Generic feedback will also be available on GCU learn. Students are provided with formative and summative feedback via a variety of mechanisms. Feedback on coursework is provided within 3 working weeks of submission.

Indicative Reading

-567 Books and articles: Core Text: Armstrong G., Kotler P., Harker M., Brennan R., (2012), Marketing An Introduction, FT Prentice-Hall, 2 nd Edition Others: Blythe J (2013) Principles and Practice of Marketing, Sage, 3 rd Edition Dibb S & Simkin L (2013), Marketing Essentials, Cengage Learning, 2 nd Edition Grewal D & Levy M (2013), Marketing, McGraw-Hill, 4 th Edition Jobber, D & Ellis-Chadwick F (2013) Principles & Practice of Marketing 7th Edition McGraw-Hill Jobber, D & Fahy J (2012) Foundations of Marketing, McGraw- Hill, 4 th Edition Kotler P & Armstrong G (2014) Principles of Marketing (15th edition) Prentice-Hall Levens Michael, (2012) Marketing: Defined, Explained, Applied, Pearson, 2 nd Edition Perreault W, Cannon J, McCarthy EJ, (2013) McGraw-Hill, 19 th Edition Soloman M (2002) Marketing: Real People, Real Choices (3rd edition) Prentice-Hall -567 Online sources: Module web site on GCU Learn -567 GCU Library - subject guides and electronic journals including <> -567 Google Scholar site- <>

Transferrable Skills

By the end of this module students will have gained competence in the following key areas Ability to identify assumptions, evaluate statements in terms of evidence and apply the terms correctly. Effective communication in both oral and written skills Use of information technology for communication and presentation. Effective self management and self awareness Effective team work.

Module Structure

Activity Total Hours
Lectures (FT) 22.00
Independent Learning (FT) 126.00
Assessment (FT) 30.00
Seminars (FT) 22.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (Exams Office) 1.50 50.00 35% Multi-choice and short answer examB Exam time
Coursework 1 n/a 50.00 35% Group Presentation and 2000 word report.Presentation due A week 8, 10, 12B weeks 2,4(depending on group)