Principles of Marketing - Module Outline

PRINCIPLES OF MARKETING (Mark 1201/1302/2212)

MODULE OUTLINE 2000 - 2001

	Course Objectives
	Syllabus
	Teaching and Learning Strategies
	Assessment
	Assignment
	Mandatory Text and Readings
	Web-Based Learning Support

Objectives

To develop knowledge and understanding of the basic principles of marketing.

To introduce students to analytical frameworks and methods of applying basic principles.

To develop an awareness of business and consumer relationships in an ever changing world.

To encourage personal communication skills.

To provide a foundation for the study of more specialised areas of marketing in greater depth in subsequent years.

Syllabus

The marketing concept and its relationship to organisational goals and structures within a dynamic environment.

The customer - the importance of the customer in marketing orientated organisations. Differences between private and commercial/institutional customers. Bases for segmenting markets.

Understanding and predicting buyer behaviour, and the importance of research as an integral part of the business world.

Marketing mix planning - the elements of strategic marketing analysis and planning.

Product policy - new product development, product mix decisions, product image, product life-cycle theory and applications.

Services marketing - comparing and contrasting with the tangible product offering.

Pricing decisions - the influence of costs, customers and competitors on price decisions; pricing techniques and product line pricing.

Distribution decisions - principles of channel design and management; elements of a physical distribution system.

Communications mix - elements of the mix and the need for integration; essentials of salesforce management, advertising, sales promotion and public relations. Also highlighting the concept and offering basic knowledge on relationship marketing.

Strategic marketing - planning, implementation and control including developing competitor strategies.

Teaching and Learning Strategies

Formal lectures will be used to introduce a topic and students will be expected to complete additional preparatory reading prior to tutorials. This will be supported by our Web-Based Learning resources.

The tutorial and assessment work will develop a range of skills, including -

the ability to develop, apply and criticise theories of marketing and

the ability to analyse real life marketing case studies.

This may involve working in small groups, culminating in an informal presentation.

Assessment

Assignment

This equates to 30% of final marks.

Assignment comprises a case study and questions available in the first week, via the Web
(students will need to be issued with their password in order to gain full access)

SUBMISSION DEADLINES

Semester 1: week 6 (Tuesday 31.10.00)

Semester 2: week 20 (Tuesday 27.2.01)

Students are required to submit to the Business School Office and should remember to check closing times.

Late work will not be tolerated

Up to 1 week late: maximum grade available 40%
Over 1 week: 0 grade

Students failing assignment will be given one opportunity of doing another set piece of work in the semester. The maximum available grade for this second piece of work is 40%.

Students should refer also to notes under Assignment.

Unseen (Final) Examination (2 hours)

This equates to 70% of final marks.

PART A: Multiple Choice 60 questions, cover lectures 1 to 22, Guide time: 1 hour

PART B: Essay Answer 1 question from 3, covers lectures 1 to 22, Guide time: 1 hour

Students must take both parts of the unseen examination, which will be equally weighted 35% for part A, 35% for part B.

Important note: students who fail this module, for whatever reason, must resit the unseen examination (which is similar in format to the final exam). This will be held in August / September 2001.

Assignment

To pass the module students must attempt the assignment.

Students attending De Montfort University, Leicester City Campus, are required to submit their assignment to the Business School office by the deadline indicated.

Alternative arrangements will be made for all other students located outside the City Campus - details should be confirmed with lecturers.

Assignments should not normally be handed to tutors. Electronic submissions are not acceptable.

A receipt will be issued by the receiving office. It is in the student's interest to retain this until personal results sheets covering the module are received.

Assignments should be submitted in report format and typed or word processed. For help with report writing, refer to De Montfort's on-line study packs, downloadable from:
www.library.dmu.ac.uk/Skills/Study/.

Late submission of assignments - illness may not always be a sufficient reason to delay submission. Neither are problems with a printer or disk. Assignments are issued many weeks in advance, students are expected to plan for contingencies in their work schedule. Module leaders may accept minor and routine illness as reasons for late work but NOTIFICATION MUST BE RECEIVED 3 DAYS BEFORE THE SUBMISSION DEADLINE. Last minute problems may be at the discretion of the student's tutor for 1 working day only.

No assignment will be accepted more than 1 week late, unless there are serious and exceptional individual circumstances.

Reassessment of assignments - there is no need to submit Mitigating Circumstances forms to cover late coursework. Mitigating Circumstances forms need only be submitted to cover the end of semester examinations, or for prolonged periods of absence from University in term time due to serious illness/problems which would affect all modules and assessments. In such cases, students should follow the guidance in their Student Hand Book.

See also notes under Assessment.

Mandatory Text and Readings

The mandatory texts are
Kotler P, Armstrong G, Saunders J and Wong V (1999). Principles of Marketing, 2nd European ed, Prentice Hall

Rickard L and Jackson K (2000). The Financial Times Marketing Casebook, 2nd edition, Financial Times/Prentice Hall

Copies are available to purchase at the Book Shop, located at De Montfort University Leicester City Campus (a promotional price is available for the two books purchased together). There are a number of copies available in the Kimberlin Library, De Montfort University Leicester City Campus and other sites - check loan and location availability on-line at:
http://www.library.dmu.ac.uk/Search/

Students are encouraged to read a wide range of material, in particular, that indicated by the Web-Based Learning Support, which suggests additional specific sources of information by lecture topic.

Other useful sources include:

Text Books

A number of copies of the following books are held at the Kimberlin Library, De Montfort University, Leicester City Campus and other Sites, available on loan and short-term (7 days) loan. Check availability and location on-line at:
http://www.library.dmu.ac.uk/Search/

Brassington F and Pettitt S (2000). Principles of Marketing 2nd European Edition, Financial Times/Prentice Hall.

Palmer A (2000). Principles of Marketing, Oxford University Press.

Strauss J (1999). Marketing on the Internet: Principles of On-line Marketing, Prentice Hall.

Dibb S et al (1997). Marketing: Concepts and Strategies, 3rd European Edition, Houghton Mufflin.

Cannon T (1996). Basic Marketing: Principles and Practice, 2nd Edition, Cassell.

Journals

Periodicals are held at the Kimberlin Library, De Montfort University, Leicester City Campus and other Sites. Check availability and location on-line at:
http://www.library.dmu.ac.uk/Search/

Journal of Marketing
Access to hard copies only

Journal of Marketing Management
Access to hard copies only

European Journal of Marketing
Access to hard copies also available electronically with password - apply to Kimberlin Library, De Montfort University, Leicester City Campus (De Montfort University students only)

Journal of Interactive Marketing
Access to hard copies also full articles available electronically at
http://www3.interscience.wiley.com/cgi-bin/jtoc?ID=38979

Trade Magazines

Marketing
Available on-line at
http://www.marketing.haynet.com/

Marketing Week
Available on-line at:
http://www.mad.co.uk/mw/

Marketing Business
Hard copies only

Newspapers

Financial Times
Available on-line at
http://news.ft.com/

Any broadsheet

Sunday newspapers

Web-Based Learning Support

click here to access

This is a newly available service for students commencing in Semester 1, 2000/1.

Students are actively encouraged to make full use of the resources available on-line.

The site comprises:

Notes and Main Slides used in the Lectures
Tutorial case studies and questions
Assignment
On-line additional reading from the mandatory text
Links to interesting articles available on-line
Self-assessment questions, organised by lecture topic
Important notices
Useful links, such as Study Packs.

Access is password protected. Students based at De Montfort University, Leicester City Campus, will be issued with their password in week 1.

All students based outside the main campus will be issued their password by their tutor.

Students must ensure they take the usual precautions in keeping their password secure. Once students change their password, should they lose or forget their password, they will have to apply for a new password to the Module Leader (for students based outside De Montfort University, this must be via their tutor).

Free access to the facility will be available at De Montfort University, Leicester City Campus, for students either from Bosworth House (designated times) or at the Kimberlin Library. Students based outside the main campus should check access with their tutors.

Important note: individual student use of the facility will be monitored throughout and periodically reported to tutors and lecturers. Students found to be abusing the facility will be prohibited from further access.