MKT7003 – Gulf College
Module Handbook
February: 2019
MODULE LEADER:
Professor Mark M. H. Goode
CONTACT DETAILS:
Email: mmhgoode@aol.com
WELCOME
It is a pleasure to welcome you to the Marketing core Module. I’m sure that you’ll have a satisfying and rewarding period of study this year and this module will add to that. This handbook will provide you with key information about the module and the rules and administrative procedures governing the program and submission.
Best wishes for a successful and enjoyable year!
Mark
Module Descriptor
Module Title
Module Number
JACS Subject Code(s) and % of each subject
ASC Category(ies)
Marketing
MBA7003
N550
7
Level (3 to 8 )
Credits
ECTS Credit
Module Value
% Taught in Welsh
Module Type
7
20
10
1.0
0%
Taught
Teaching Period
Pre-requisites
Feb 2019
None
Module Leader
School(s)
Campus
Professor Mark M. H. Goode
Gulf College – Oman
Gulf College
Assessment Methods
Assessment Type
Duration/Length of Assessment Type
Weighting of Assessment
Approximate Date of Submission
WRIT1 – Coursework
3,000 words equivalent
50%
Thursday 18 th of April 2019
EXAM1 – Examination
2 hours & 15 mins (3,000 words equivalent) (3 questions from 6 questions)
50%
Thursday 18 th of April 2019
Aim(s)
To provide students with a practical understanding of how the dynamics of the market, the business environment, customer trends and behaviour and the organisation’s own capabilities impact upon its ability to develop and deliver profitable customer propositions. To apply key theories, concepts and techniques to develop an in-depth understanding of a market. To develop appropriate marketing strategies and plans.
Learning Outcomes
On successful completion of this module, the student should be able to: Demonstrate a critical understanding of the role and function of marketing in a variety or market and organisational contexts. Critically evaluate and utilise marketing research data and methods to a given marketing situation. Apply and evaluate the principles of organisational and environmental audits to inform marketing strategies, decisions and objectives. Develop and justify a marketing plan and mix for a given target market.
Learning and Teaching Delivery Methods
Contact Hours (Lectures/Seminars/Workshops) – 48 hours Student Centered Learning – 152 hours Total Hours – 200 hours
Indicative Content
The marketing concept: theories and concepts, planning, organisational context (B2C/B2B/NfP) Dynamics of the marketplace: supply/demand, types of market, competitiveness Consumer behaviour: purchasing models/factors, decision making unit, purchasing Market segmentation/STP: methods of segmentation, targeting strategies, positioning Marketing research techniques: primary/secondary, quantitative/qualitative Analysing of research data to inform marketing strategies and plans Internal audits: organisational/marketing capabilities- strengths/weaknesses Environmental audits:micro/macro/global, market opportunities/threats Loyalty, Satisfaction and Servicescape Developing marketing strategy: SWOT/TOWS analysis Strategic decisions: market selection, positioning, competitive stance, growth Operationalising the marketing mix for a target segment (4P/4C/7P) Product: categories, goods/services, lifecycle, USP/FAB, portfolio, new product dev’t Price: role of price, break-even/contribution, strategic/tactical pricing strategies, Place: role of distribution, channels, emergence of retail/e-tail channels, logistics Promotions: aims of promotion, promotional mix, push/pull/profile, IMC 7Ps: goods vs services, physical evidence, people, processes
Recommended Reading & Required Reading
Required Reading: Armstrong, G., Kotler, P., Harker, M., Brennan, R., (2012), ‘ Marketing: An Introduction’ , 2 nd Edition, Pearson. Blythe, J., (2009), ‘ Principles and Practice of Marketing ’, Cengage Learning. Hooley, G., Piercy, N.F., Nicolaud, B., (2012), ‘Marketing Strategy & Competitive Positioning’ , 5 th Edition, FT Prentice Hall. Lee, K., & Carter, S., (2012), ‘ Global Marketing Management’ , Oxford. McDaniel, C. J.r., Gates, R., (2012), ‘ Marketing Research’ , 9 th Edition, International Student Version, Wiley.
Recommended Reading: Aaker, D., (2010), ‘ Strategic Marketing Management : Global Perspectives ’, Wiley. Aaker, D., (2010), ‘Marketing Research’ , 10 th Edition, International Student Version, Wiley. Blythe, J., (2012), ‘ Essentials of Marketing ’, Pearson. Bradley, N., (2010), ‘ Marketing Research: Tools & Techniques ’, Oxford University Press. Chaffey, D., Ellis-Chadwick, F.,(2012), ‘ Digital Marketing: Strategy, Implementation & Practice ’, 5 th Edition, Pearson. DePelsemaker, P., Kenhove, P., Janssens, W., Wijnen, K., (2008), ‘ Marketing Research with SPSS’ , FT Prentice Hall. Doole, I., Lowe, R., (2012), ‘ International Marketing Strategy ’, Cengage Learning,Keegan. Hollensen, S., (2012), ‘ Essentials of Global Marketing ’, 2 nd Edition, Pearson. Lamb, C.W., Hair, J.F., McDaniel, C., (2012), ‘ Essentials of Marketing ’, Cengage Learning. McDonald, M., (2011), ‘ Marketing Plans- How To Prepare Them, How To Use Them’ , Wiley. Solomon, M., (2012), ‘ Consumer Behavior: Global Edition’ , 10 th Edition, Pearson. Wilson, M.S., Gilligan, C., (2005), ‘ Strategic Marketing Management’ , CIM/Elsevier (e-book). Wood, M.B., (2010), ‘ Essential Guide to Marketing Planning’ , FT Prentice Hall.
Recommended Journals: Marketing Journal of Consumer Research European Journal of Marketing Journal of Marketing Research Irish Marketing Review Journal of Marketing Management Journal of Consumer Behaviour Journal of Strategic Marketing Journal of Marketing Journal of International Marketing
Other Sources: Chartered Inst Mktg (CIM) www.cim.co.uk Marketing Week www.marketingweek.co.uk Financial Times www.ft.com The Times www.timesonline.co.uk
Access to Specialist Requirements
Mintel, KeyNote and Mint/DataMonitor market research reports
Course Content – Marketing Core
Day 1
The marketing concept: theories and concepts, planning, organisational context (B2C/B2B/NfP).
Dynamics of the marketplace: supply/demand frameworks, types of market, competitiveness.
Creating Customer Value and creating competitive advantage – Boston Box, innovation and invention.
Maslow triangle.
Day 2
Consumer behavior: purchasing models/factors, decision making unit, purchasing.
Market segmentation/STP: methods of segmentation, targeting strategies, positioning.
Branding, brand management and brand theory.
Day 3 morning
Operationalising the marketing mix for a target segment (4P/4C/4S/7P).
Product: categories, goods/services, lifecycle, USP/FAB, portfolio, new product development.
Price: role of price, break-even/contribution, strategic/tactical pricing strategies.
Place: role of distribution, channels, emergence of retail/e-tail channels, logistics.
Promotions: aims of promotion, promotional mix, push/pull/profile, IMC 7Ps: goods vs services, physical evidence, people, processes.
Day 3 afternoon
Satisfaction, loyalty and servicescapes and global marketing, social responsibility.
Digital Marketing – mobile Marketing – social Marketing.
Day 4
Environmental audits:micro/macro/global, market opportunities/threats.
Developing marketing strategy: SWOT/TOWS analysis.
Day 5
Strategic decisions: market selection, positioning, competitive stance and growth.
Life cycle models.
Ansoff model.
Day 6 Morning
Marketing research techniques: primary/secondary, quantitative/qualitative.
Internet research and using big data.
Day 6 Afternoon
Analyzing of research data to inform marketing strategies and plans.
Internal audits: organizational/marketing capabilities- strengths/weaknesses.
CARDIFF SCHOOL OF MANAGEMENT – GULF COLLEGE
MBA Programme – 2019
MKT7003 Marketing
Assignment 1: WRIT 1 – Individual Report
SUBMISSION: April 18 th 2019
Assessment Type
Duration/Length of Assessment Type
Weighting of Assessment
Date of Submission
WRIT 1 – Individual Report
3,000 words
50%
April 18 th 2019
WRIT 1 – Individual Report: weighting 50%:
You are required to prepare an individual essay of 3,000 words which ‘ Critically analysis in both theory and practice satisfaction, loyalty and the relationship between them’. This should be undertaken with respect to a real company of your choice located in the Middle East.
a) A critical analysis of marketing theory concerning satisfaction, loyalty and the relationship between them. (50%)
b) A critical review of how your chosen company could develop marketing strategies to increase both satisfaction and loyalty with its customers in the real world. (40%)
c) Coherency and referencing (10%)
You are required to use at least 10 academic references and use Harvard referencing.
Required Reading:
Armstrong, G., Kotler, P., Harker, M., Brennan, R., (2012), ‘ Marketing: An Introduction’ , 2 nd Edition, Pearson.
Blythe, J., (2009), ‘ Principles and Practice of Marketing ’, Cengage Learning.
Hooley, G., Piercy, N.F., Nicolaud, B., (2012), ‘Marketing Strategy & Competitive Positioning’ , 5 th Edition, FT Prentice Hall.
McDaniel, C. J.r., Gates, R., (2012), ‘ Marketing Research’ , 9 th Edition, International Student Version, Wiley.
Recommended Reading:
Aaker, D., (2010), ‘ Strategic Marketing Management : Global Perspectives ’, Wiley.
Aaker, D., (2010), ‘Marketing Research’ , 10 th Edition, International Student Version, Wiley.
Blythe, J., (2012), ‘ Essentials of Marketing ’, Pearson.
Bradley, N., (2010), ‘ Marketing Research: Tools & Techniques ’, Oxford University Press.
Chaffey, D., Ellis-Chadwick, F.,(2012), ‘ Digital Marketing: Strategy, Implementation & Practice ’, 5 th Edition, Pearson.
Hollensen, S., (2012), ‘ Essentials of Global Marketing ’, 2 nd Edition, Pearson.
Lamb, C.W., Hair, J.F., McDaniel, C., (2012), ‘ Essentials of Marketing ’, Cengage Learning.
McDonald, M., (2011), ‘ Marketing Plans- How To Prepare Them, How To Use Them’ , Wiley.
Solomon, M., (2012), ‘ Consumer Behavior: Global Edition’ , 10 th Edition, Pearson.
Wilson, M.S., Gilligan, C., (2005), ‘ Strategic Marketing Management’ , CIM/Elsevier (e-book).
Wood, M.B., (2010), ‘ Essential Guide to Marketing Planning’ , FT Prentice Hall.
Recommended Journals:
Journal of Marketing
Journal of Consumer Research European Journal of Marketing
Journal of Marketing Research Irish Marketing Review
Marketing Management Journal Journal of Consumer Behaviour
Journal of Strategic Marketing Journal of Marketing
Journal of International Marketing
Plagiarism and collusion will be heavily penalised and may result in failure of the assessment and/or module and/or exclusion from the University. Attention is drawn to the University’s Unfair Practice Regulations:
http://www.cardiffmet.ac.uk/registry/academichandbook/Pages/Ah1_08.aspx
Work must be submitted by 18/04/19 as required or your marks will be withheld. A link to Turn-it-in will be made available on the Moodle module site and clear instructions given
Marking Scheme
70%+
An answer that demonstrates an excellent understanding of the question and of the complex issues involved. There is a sound basis of relevant factual knowledge and/or theoretical issues included. Most of the important issues as dealt with in a detailed, specific and systematic way. Evidence of creativity, critical analysis and a wide base of referenced material beyond that of the core subject matter are included. No significant omissions or errors in written or oral communication.
60-69%
An answer that demonstrates a clear understanding of the question and grasp of the complexity of the issues involved. There is a sound basis of relevant factual knowledge and/or theoretical issues involved, with a few significant omissions of errors. The issues involved are dealt with overall in a systematic way. Some of the issues may be limited in critical approach but organised to show a comprehensive understanding.
50-59%
An answer that demonstrates an understanding of the basic issues in the question. There is a basis of factual knowledge and/or/ relevant theoretical issues. Although some errors and omissions may be apparent, most issues are dealt with clearly and accurately. The majority of issues have been dealt with at a level available through course material. The answer shows planning in its construction, with a clear train of thought or development of argument present. Average competent performance will be presented.
40-49%
An answer that demonstrates limited understanding of the main issues. There is relevant factual knowledge and/or awareness of theoretical issues, however, this may be dealt with in a patchy and/or poor and confused for lower D grades. Many significant errors may be present. Lacks clarity of expression. The answer may be poorly planned and with little development of argument.
FAIL GRADES: may be compensable if other assessments gain high marks
35-39%
An answer that fails to demonstrate any appreciable understanding of the basic issues of the question. Relevant factual knowledge and/or factual awareness of theoretical issues, if present at all, are very poor and limited. Many significant errors and omissions are apparent. Much or all of the answer is irrelevant to answering the particular question. Poorly organised.
-35%
Attempts an answer, but relevant factual knowledge and/or awareness of the theoretical issues is very poor. Only superficial points are made. The answer is so short or irrelevant that only a few marks are justified. For example, one or two points made which show only some peripheral awareness of possibly relevant issues.
0%
No answer presented. A zero mark may also be warranted for unfair practice such as plagiarism or collusion.
FEEDBACK SHEET – WRIT1
MBA Assignment (level 7 – 50% weighting)
Student number(s)
ASSESSMENT CRITERIA
70+
60-69
50-59
40-49
35-39
-35%
FEEDBACK
A critical analysis of marketing theory concerning satisfaction, loyalty and the relationship between them.
50%
A critical review of how your chosen company could develop marketing strategies to increase both satisfaction and loyalty with its customers in the real world.
40%
SOURCES COHERENCY, REFERENCING (Harvard referencing)
10%
OVERALL FEEDBACK
1 st Marked by:
Signed:
Dated:
GRADE
Second Markers’ comments (if relevant):
2 nd Marked by:
Signed:
Dated:
FINAL
External Examiner comments (if relevant):
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