MKT11108: The Principles and Practice of Marketing Module - Management Assignment Help

Assignment Task :

Task:

Introduction

Welcome to the Principles and Practice of Marketing Module. The aim of the module is to enable you to develop awareness, knowledge and understanding of fundamental marketing theory and practice. The module is designed to encourage practical application of theory and critical evaluation and reflection upon marketing and management decisions. It combines marketing management principles with contemporary examples to allow students to critically evaluate and generate coherent and well-planned marketing content. You will learn relevant marketing management theories and frameworks, make marketing management decisions, and apply strategic marketing theory, tools and techniques. To be successful, you should support your learning with independent study.

With regard to the module assessment, you will be asked to launch a product or service of your choice onto the UK market. You will be expected to undertake a critical analysis of the marketing environment in which you plan to launch your product or service. Following this, you will construct a marketing plan which sets out objectives and explains the strategy you will pursue. You should explain your target market and analyse and apply the relevant elements of the marketing / services mix (e. g., Your ideas concerning the product/brand; justification of pricing strategy; justification of your choice of distribution channels; explanation and justification of your choice of marketing communications; etc). You should also consider how sustainability issues might be addressed, and include ways in which you intend to measure and control outcomes.

The assessment is designed to give you the opportunity to operate as marketing consultants and put into practice the theories you have learnt with a view to helping you make marketing decisions. We would encourage you to forward proposals and discuss ideas/challenges during sessions to create formative feedback opportunities. We look forward to working with you all, and wish you every success on our module.

Best wishes,

Mavis, Alessandro, Anna, Elaine and Christof

Module Leader for Principles and Practice of Marketing: m.gutu@napier.ac.uk

2.      Learning outcomes

After studying this module, you should be able to:

50. Identify, understand, and critique the role and function of marketing within both “for-profit” and “not-for-profit” organisations. 
50. Comprehensively and critically examine key marketing concepts, models, and processes.
50. Analyse internal and external marketing problems, using the cognitive skills of critical thinking and synthesis, within macro- and – micro organisational environments.   
50. Evaluate and apply relevant and appropriate marketing theory and analytical and conceptual frameworks to different marketing contexts.
50. Generate and select alternative solutions to identified marketing problems using effective problem solving and decision-making skills.

3.      The Teaching Team

The Principles and Practice of Marketing module will be taught by Dr Mavis Gutu, Dr Alessandro Feri, Prof Anna Watson, Dr Elaine Thomson, and Prof Christof Backhaus. Dr Mavis Gutu is the module leader (any questions about assessment or extension requests should be directed to her). She will focus on marketing planning aspects delivered in weeks 2-3. You will be introduced to marketing audit tools. The module runs over 14 weeks. We encourage you to use your time effectively, by looking into the detailed requirements of your assessment, rather than waiting until the last minute to begin working on your marketing plan.

Dr Alessandro Feri teaches in weeks 4-6, and will focus on strategic development and planning, including the crucial decisions within the marketing mix. Professor Anna Watson teaches in weeks 7-10 and will focus on services mix, relationship- and experience-based marketing, pricing and distribution sustainability, and measurement and control.

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