Run by Bangor Business School
20 Credits or 10 ECTS Credits
Semester 1 & 2
Organiser: Mr David James
Overall aims and purpose
This module provides an introduction to the objectives and nature of marketing as a business function. The central focus is on the process by which organisations identify customer needs and wants, determine which target markets can best be served and design appropriate programmes to serve these markets. Marketing is both a core business function and an organisation-wide philosophy. The marketing concept goes to the heart of an organisation’s need to articulate and pursue objectives, whilst generating value for its different stakeholders.
The module emphasises the concept of customer value; it also explores and evaluates the decisions and approaches available to organisations for delivering customer value. This includes consideration of the various elements of the marketing mix, such as the role of product, brand, price, promotion, place and people.
Topics may include, but will not be limited to:
Marketing environment, Marketing Research,
Differentiation [segmentation, targeting, positioning],
Consumers’ buying behaviour and the decision process,
Marketing strategy and its implementation,
Ethics, the Global Market Place,
Customers relationships and value,
Marketing of services;
Creating Comparative Advantage
D- to D+
A student should demonstrate a basic knowledge and understanding of marketing as well as the role of consumers in the formation of a marketing plan. In addition, a student should demonstrate basic knowledge and understanding of the key aspects of developing customer relationships and delivering customer value, as well as displaying some ability to recognise elements of a marketing mix.
B- to B+ A student should demonstrate a wide knowledge and understanding of the broad areas of marketing as well as the role of consumers in the formation of a marketing plan and, in addition, an enhanced capacity to develop and apply their own informed perspectives. In addition, a student should demonstrate a wide knowledge and understanding of the areas involved in developing customer 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.
C- to C+
C- to C+ A student should demonstrate knowledge and understanding of the broad areas of marketing as well as the role of consumers in the formation of a marketing plan and, in addition, a capacity to develop and apply their own perspectives. In addition, a student should demonstrate knowledge and understanding of the areas involved in developing customer relationships and delivering customer value, a capacity to relate to a contextual situation chosen as well as demonstrating some ability to evaluate a marketing mix in a given situation.
A- to A* A student should demonstrate a comprehensive and an in-depth knowledge across the broad areas of marketing, its significance together with that of consumers in the formation of a marketing strategy as well as demonstrating excellent critical and reflective abilities. A student should demonstrate a comprehensive and in-depth knowledge and understanding across the broad areas involved in developing customer relationships and delivering customer value, as well as demonstrating critical and reflective evaluations of a marketing mix in a given situation
Appraise the main components of a marketing strategy
Understand the main traits of consumer buying behaviour and their impact
Locate and analyse information about organisations and their marketing activities
Display an understanding of the ever-changing nature of the marketing environment and how this impacts on marketing activities
Understand the key concepts in marketing, such as segmentation and targeting
answer any 2 out of 5 questions
essay [to apply concepts to real life scenarios]
End of module written Examination
answer any 2 out of 5 questions
Teaching and Learning Strategy
a 1 hour fortnightly tutorial to discuss in more detail particular aspects of the work and to examine case studies in order to apply concepts
this will include directed reading form prescribed text book as well as other recommended reading from other sources, including journals. In addition research to complete course work assignments and general revision for end of module examination
2 x 1 hour lectures to be held weekly throughout Semester 1 and Semester 2
- Literacy - Proficiency in reading and writing through a variety of media
- Numeracy - Proficiency in using numbers at appropriate levels of accuracy
- Computer Literacy - Proficiency in using a varied range of computer software
- Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
- Exploring - Able to investigate, research and consider alternatives
- Information retrieval - Able to access different and multiple sources of information
- Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
- Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
- Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
- Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others
Subject specific skills
- Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
- Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
- Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena.
- Networking: an awareness of the interpersonal skills of effective listening, negotiating, persuasion and presentation and their use in generating business contacts.
- Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence.
- Ability to work with people from a range of cultures.
- Articulating and effectively explaining information.
- Communication and listening including the ability to produce clear, structured business communications in a variety of media.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
- Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.
Pre- and Co-requisite Modules
Courses including this module
Compulsory in courses:
- N501: BSc Marketing year 1 (BSC/MKT)
- N50B: BSc Marketing (4 year with Incorporated Foundation) year 1 (BSC/MKT1)
- 2R87: BSc Psychology with Business year 1 (BSC/PWB)
- C82B: BSc Psychology with Business (4yr with Incorp Foundation) year 1 (BSC/PWB1)
- 2R88: BSc Psychology with Business with International Experience year 1 (BSC/PWBIE)