Module ASB-2103:
Principles of Marketing

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 1

Organiser: Mr David James

Overall aims and purpose

NOTE: This module is also available through the medium of Welsh (ACB-2103).

AIMS: To examine the concept of customer value, and evaluate the decisions and approaches available to organisations for delivering value. To investigate the global market place and to examine the various elements of the marketing mix, including product, brand, promotion, place and people. Examine the special features of services marketing and to consider ethical issues in marketing

Course content

The global marketplace; Marketing information and research; Segmentation, targeting and positioning; Customer relationships and value; The marketing of services Ethical issues in marketing Products; brands, product developments and life-cycles; Pricing strategies; Promotion and marketing communication; Public relations, personal selling and sales management; Place, marketing channels.

Assessment Criteria

threshold

A student should demonstrate knowledge and understanding of the key aspects of developing customer relationships and delivering customer value, as well as displaying an ability to recognise elements of an effective marketing mix.

good

A student should demonstrate a wide knowledge and understanding of the areas involved in developing cusotmer relationships and delivering customer value, a capacity to relate to and analyse the contextual situation chosen and in addition to develop their own informed perspectives, as well as demonstrating the ability to evaluate a marketing mix in a given situation.

excellent

A student should demonstrate a comprehensive and in-depth knowledge and understanding across the broad areas involved in developing customer relationships and delivering customer balue, as well as demonstrating critical and reflective evaluations of a marketing mix in a given situation.

Learning outcomes

  1. Apply and evaluate various marketing concepts and models.

  2. Locate and analyse information about organisations and their marketing environment and activities.

Assessment Methods

Type Name Description Weight
Assignment 40
Exam S1 2hrs 60

Teaching and Learning Strategy

Hours
 

One 2-hour lecture per week.

 

Resources

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: