SHE Level 1
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M1N525205
Module Leader Brian Smith
School Glasgow School for Business and Society
Subject Management
  • A (September start)
  • B (January start)
  • C (May start)
  • A (September start)-B (January start)
  • B (January start)-C (May start)
  • C (May start)-A (September start)
  • S-C (May start)-A (September 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.


-142b7 What is marketing? -142b7 Understanding consumer behaviour; b7 The marketing environment; b7 Marketing research; b7 Marketing segmentation, and positioning; b7 Managing products; b7 The product life cycle and new product development; b7 Pricing strategy; b7 Marketing communications; b7 Distribution; b7 Marketing across borders

Learning Outcomes

On successful completion of this module, the student should be able to:1. Demonstrate an understanding of marketing concepts, tools and techniques nationally and internationally2. Explain the roles and functions of the marketing environment, marketing research, buying behaviours and the classic four "P's" model3. Demonstrate an understanding of the classification of products/services, new product development and the product life cycle.4. Demonstrate an understanding of the functions and interaction of channel selection, including sales and selling

Teaching / Learning Strategy

This work based module adopts a blended approach to learning which combines face to face contact and online learning via GCU's virtual learning environment, GCU Learn. The teaching and learning strategy encourages an active and self-directed approach to learning. In the context of a work based ethos, teaching and learning methods use real world and real work scenarios to promote action learning, inquiry based learning, problem based learning and peer learning. These methods include lectures, seminars, online directed learning packages (power point presentations/study guides/videos), podcasts and discussion boards. These approaches will be used to directly involve the students in the process of learning and to encourage collaborative learning amongst students. Learners will be supported during the module by the module team which includes module tutors, work based mentors and Academic Development Tutors. Module tutors act as facilitators and also determine the level and accuracy of knowledge acquisition at key points in the delivery. Additionally, input, when necessary, either directly or with the support of external experts will add to the authenticity, credibility and application of education and learning to the workplace. Work based mentors provide a full spectrum of workplace support; helping apprentices to identify relevant work activity that can operate as a source for work-integrated learning, advise on the development of work-based projects, provide feedback on the development of professional competence, and formatively comment on progress in achieving negotiated work-integrated learning objectives. Academic Development Tutors will provide support to help maximise students' potential in relation to academic writing, referencing and the development of effective study techniques. Both formative and summative assessment strategies will be adopted during the module. Formative assessment will be used not only to encourage knowledge of the subject, but also to help develop transferable skills. Summative assessments will provide evidence of the learning achieved throughout the module. Summative assessments are compulsory. A mark of 35% must be achieved for each summative assessment and an overall mark of 40% must be achieved in the module. Students will have access to ongoing academic support as they work through the module assessment activities, and staff will assist students to reflect on and evaluate achievement of the learning outcomes. The percentage of Work Based Learning for this module, as represented by the Independent Learning 'Activity Type' is 72%. Work Based Assessment will account for 20% with the remainder of 8% accounted for by Lectures and Seminars.

Indicative Reading

Core Text: ARMSTRONG G. KOTLER P. HARKER M. and BRENNAN R., 2015. Marketing: an Introduction. 3 rd ed. Harlow : Pearson/Education Others: BLYTHE, J., 2014. Principles and practice of marketing. 3 rd ed. Sage DIBB, S. & SIMKIN L., 2013. Marketing Essentials. 2 nd ed. Cengage Learning EMEA GREWAL, D. & LEVY, M., 2013. Marketing, 4 th ed. McGraw-Hill FERRELL, O.C. DIBB, S. and PRIDE, W. M., 2012. Marketing concepts & strategies. 6 th ed. Andover: Cengage Learning EMEA JOBBER, D. & ELLIS-CHADWICK, F., 2013. Principles & practice of marketing. 7th ed. Maidenhead: McGraw-Hill Higher Education JOBBER, D. & FAHY, J., 2015. Foundations of Marketing. 4 th ed. Maidenhead: McGraw-Hill Education KOTLER, P. & ARMSTRONG, G., 2015. Principles of marketing. 15 th ed. Prentice-Hall LEVENS, M., 2012. Marketing: defined, explained, applied. 2 nd ed. Pearson PETERSON, R., 2007. Principles of marketing. Delhi: Global Media SOLOMON, M. 2013. Marketing: real people, real choices. 2 nd ed. Pearson Education Journals: Journal of Marketing Journal of Marketing Research Journal of Consumer Research Journal of the Academy of Marketing Science Marketing Science Journal of Advertising Journal of Advertising Research Journal of Personal Selling and Sales Management Journal of Marketing Education Industrial Marketing Management Journal of Consumer Marketing Online sources: Module web site on GCU Learn GCU Library - subject guides and electronic journals including <> Google Scholar site- <>

Transferrable Skills

-Self-management: self-motivation, time management and critical self-reflection and evaluation of personal performance. -Interpersonal Skills: an ability to work collaboratively and constructively with others in seminars and outside of class in allocated groups. -Oral and written communication skills, negotiation skills and presentation skills -Group work when participating in the group work in seminars and outside of class in allocated groups. I-nformation technology skills will be developed through Internet searches and online communication. -Analytical, evaluative and creative problem solving will be developed throughout the module experience but especially through case studies, seminar debates. -Using Turnitin software to improve writing style.

Module Structure

Activity Total Hours
Lectures (FT) 15.00
Assessment (FT) 40.00
Independent Learning (FT) 145.00

Assessment Methods

Component Duration Weighting Threshold Description
Course Work 01 n/a 100.00 40% A 3000-word essay in two parts P1 - analyse the marketing strategy of your employer organisation using appropriate tools and techniques (70%). P2 - suggest improvements with justification (30%) (3000 words)