Marketing Essay

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MKT1111
Principles of Marketing

Module Handbook
Academic Year 2012/2013

Module Leader: Dr. Olga Mourouti

Student Name: | |

OR

Student Number: | |

Seminar Class Details: | Name of Seminar Tutor: | Day: | Time: | Room: |

Principles of Marketing
1. WELCOME 2
2. CONTACT DETAILS 2
3. AIMS OF THE MODULE 3
4. LEARNING OUTCOMES 3
4.1 Knowledge 3
4.2 Skills 4
5. SYLLABUS 4
6. LEARNING METHODS 4
7. LEARNING MATERIALS & SUGGESTED TEXTS 5
8. LECTURE & SEMINAR SCHEDULE 9
LECTURE PROGRAMME 9
SEMINAR PROGRAMME 11
9. ASSESSMENT SCHEME 14
10. GUIDELINES ON HARVARD REFERENCING SYSTEM 26
11. INSTRUCTIONS FOR SUBMITTING YOUR WORK ELECTRONICALLY 27
12. ACADEMIC MISCONDUCT 27
13. REGULATIONS 28
14. MARKING SCHEME 29
15. GRADING SCALE 31
13. ASSESSMENT AND GRADING FEEDBACK FORMS 32 14. Lecture Slides 38

1. Welcome
Welcome to Principles of Marketing. I hope you find this module a valuable learning experience.
The challenges of providing superior customer value and gaining a competitive advantage have become crucial issues to a diverse range of companies. Delivering value and achieving a competitive advantage requires, among other things, a thorough understanding of markets, buyers and competition and an ability to match an organisation’s strengths to external opportunities.
In this module students are introduced to a wide range of concepts covering the whole field of marketing. For students intending to specialise in marketing it will provide a valuable introduction, underpinning the more specialist studies later on in their degree programme. Those students intending to specialise in another discipline will find that the course allows them to understand the marketing concepts and their relevance within a wider commercial environment.
The teaching and learning approach throughout this module is interactive. As a result of this, you are expected to contribute to the discussion of numerous marketing issues.
I will be happy to answer any questions you may have.

Dr. Olga Mourouti

2. Contact Details
The table below includes the contact details of the Principles of Marketing team.

Dr. Olga Mourouti | Room | W109 | Telephone Number | 020 8411 5859 | E-mail address | o.mourouti@mdx.ac.uk | Office Hours | TBA | Natalie Staub | Room | W116 | Telephone Number | 020 8411 5474 | E-mail address | N.Staub@mdx.ac.uk | Office Hours | TBA |

Dr. Karen Wu | Room | W222 | Telephone Number | TBA | E-mail address | k.wu@mdx.ac.uk | Office Hours | TBA | Socrates Economou | Room | W116 | Telephone Number | 020 8411 4859 | E-mail address | S.Economou@mdx.ac.uk | Office Hours | TBA | Sally Wang | Room | TBA | Telephone Number | TBA | E-mail address | S.C.Wang@mdx.ac.uk | Office Hours | TBA | Please add your seminar tutor’s details if not included above | Room | | Telephone Number | | E-mail address | | Office Hours | |
3.3. Aims of the Module
This module is designed to provide students with an overview of key marketing concepts and techniques, as they apply in a variety of organisations and in both conventional and online environments. More specifically, the module aims to develop students' knowledge and understanding of the core role of marketing in determining the growth potential of an enterprise; the value of the marketing mix in ensuring successful marketing implementation; the significance of external and internal operating environments for marketing practice; and methods of identifying consumer targets and competitors.

4. Learning Outcomes
4.1 Knowledge
On successful completion of this module, students will have an
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