SHE Level 1
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M1N525493
Module Leader Christine Mullin
School Glasgow School for Business and Society
Subject Fashion and Marketing
  • 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.


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

Learing OutcomesOn 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. Demonstrate a clear understand of the marketing mix.6. Demonstrate a basic understanding on how digital marketing and social media marketing has affected all areas of marketing.

Teaching / Learning Strategy

Teaching and learning will comprise of two hour lecture and two hours of seminars 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 seminars. Seminars (5 hours) will also be used for students to make a presentation. 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 are provided with formative and summative feedback via a variety of mechanisms. Students will receive formative feedback on a practice presentation in week 5 before undertaking their marked presentation (weeks 7 - 11) and will receive written feedback on their marked presentation within a three week period. Feedback will be sent electronically. Formative generic feedback will also be available on GCU learn. Group pages will be set up for students on GCU learn to allow them to communicate with each other.

Indicative Reading

Core Text: Baines P., Fill C., Rosengren S., (2017), Marketing, Oxford, 4th Edition Further Reading: Armstrong G., Kotler P., Harker M., Brennan R., (2012), Marketing An Introduction, FT Prentice-Hall, 2nd Edition Blythe J. & Martin J., (2016), Essentials of Marketing, Pearson, 6th Edition Dibb S., Simkin L., Pride W.M., Ferrell O.C., (2016), Marketing Concepts and Strategies, Cengage Learning, 7th Edition Fahy J. & Jobber D., (2015), Foundations of Marketing, McGraw-Hill, 5th Edition Grewal D. & Levy M., (2016), Marketing, McGraw-Hill, 5th Edition Jobber, D. & Ellis-Chadwick F., (2016), Principles & Practice of Marketing, McGraw-Hill, 8th Edition Kotler P. & Armstrong G., (2018), Principles of Marketing, Pearson, 17th Edition Kotler P., Armstrong G., Lloyd C.H., Piercy N., (2016), Principles of Marketing - European Edition, Pearson, 7th Edition Pride W.M. & Ferrell O.C., (2017), Foundations of Marketing, Cengage Learning, 7th Edition Soloman M. R., Marshall G.W., Stuart E.W., (2018), Marketing: Real People, Pearson, 9th Edition Online sources: Module web site on GCU Learn GCU Library - subject guides and electronic journals including <> Google Scholar site- <> Journals European Journal of Marketing International Journal of Consumer Studies International Journal of Research in Marketing Journal of Consumer Behabviour Journal of Consumer Psychology Journal of Marketing Management Marketing intellegence and Planning Young Consumers

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 skills Use of information technology for communication and presentation. Effective self management and self awareness Effective team work.

Module Structure

Activity Total Hours
Independent Learning (FT) 112.00
Seminars (FT) 24.00
Lectures (FT) 24.00
Assessment (FT) 40.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (Exams Office) 1.50 50.00 35% 50 multiple choice questions and 5 short essay questions.
Course Work 01 n/a 50.00 35% Group Presentation (weeks 7 - 11)