MNM3PM: Principles of Marketing

Module code: MNM3PM

Module provider: Leadership, Organisations and Behaviour; Henley Business School

Credits: 10

Level: 7

When you'll be taught: Full year

Module convenor: Professor Adrian Palmer, email: a.palmer@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: No placement specified

Academic year: 2024/5

Available to visiting students:

Talis reading list:

Last updated: 19 November 2024

Overview

Module aims and purpose

The module considers fundamentals underlying contemporary marketing, focusing both on theories and practices of marketing. The module deals with marketing on a strategic level.  

Aims: 

The Module aims to provide students with a clear understanding of the fundamentals (principles) underlying contemporary marketing and enables student to apply theory in practice. 

Module learning outcomes

By the end of the Module students should be able to: 

1. Analyse the effects of the marketing environment on an organisation’s marketing activities 
2. Understand consumer benefits and discuss the influences on consumer choices. 
3. Appraise and apply a range of marketing strategies, tools and techniques. 
4. Understand how to position a product/company and communicate with consumers effectively. 
5. Understand the work of a Marketing Manager in practice, with the focus on strategic level 
6. Evaluate an organisation’s marketing planning process. 

Module content

The module examines the basic principles of marketing, the marketing environment and marketing strategy. Indicative topics include: 

The Marketing Environment; 

• Segmentation, Targeting and Positioning;
• Brand Strategy; 
• Product features and benefits, 
• Pricing 
• Channels of distribution, 
• Marketing Communication 
• Managing marketing activities 

Structure

Teaching and learning methods

This is primarily a self-study module, comprising an online study guide with core and further readings, supported by webinars, practice application exercises, a discussion forum, and multi-media learning objects, including video. 

This is an online only module.

Study hours

At least 0 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module

Summative assessment

Penalties for late submission of summative assessment

This module is subject to the Penalties for late submission for Postgraduate Flexible programmes policy, which can be found at:

https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmissionpgflexible.pdf

The Module Convenor will apply the following penalties to work submitted late:

• where the piece of work is submitted up to one calendar month after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark; 
• where the piece of work is submitted more than one calendar month after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Reassessment

Additional costs