University of Hertfordshire

The Business School

Module Handbook for


  1. Introduction

The purpose of this module handbook is to give you a brief outline of the lecture/tutorial details, assessment details, contact details for teaching staff.     A more comprehensive version of the handbook is available on the Studynet website.

2.0        Module Aims

This initial marketing module, which assumes no prior knowledge of marketing, aims to introduce students to some of the key ideas of marketing and is suitable for both marketing and non-marketing students.      It examines the environment within which organisations operate and the role of marketing within the organisation in order for students to be able fully to understand the context within which marketing personnel work, and the different activities which are carried out under the umbrella term of `marketing’.   Concepts central to an understanding of marketing are considered: 4 P’s, segmentation, targeting and positioning, services marketing and buyer behaviour.

3.0        Learning outcomes of this module

3.1        Knowledge and Understanding

Learning Outcomes: successful students will be able to:

  • Define what marketing is, its role within an organisation, and its relationship to other business activities (I, A)
  • Describe the academic and theoretical underpinning of marketing (I, A)
  • Apply marketing concepts in a practical situation and outline the implications for implementing them.(I, A)

3.2        Skills and Attributes

Successful students will be able to:

  • Search for and identify relevant marketing information in the LRC; (I, A)
  • Reference their work using the Harvard system (I, A)
  • Write a short, grammatically correct, fully referenced market report (I, A)
  • Produce a SWOT analysis.   (I, A)

4.0        Teaching Methods

In this module, the are two main methods of teaching method and delivery: the lecture programme, where all students are in the same room receiving the lecture input, plus supporting notes.      Because of the large numbers of students completing this module, interaction must, by necessity, be limited although questions will be welcomed and answered.      However, in addition to the one hour lecture period students will attend a one hour seminar class each week; during this time groups are far smaller and the emphasis is on student-led participation and presentation.     Prior reading and preparation is required.


4.1 Weekly Schedule

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PLEASE NOTE: THIS PROGRAMME MAY CHANGE DEPENDING ON STUDENT PROGRESS AND ANY UNFORESEEN CIRCUMSTANCES


5.0        Assessment Details

The purpose of the assessment for this module is to test whether, and to what extent, you have reached the learning outcomes for the module.   It is important that you know early what the assessment is and what is expected of you.   Assessment criteria specifies what it is that you will be assessed against and what, in general terms, you will need to demonstrate in your assessed work in order to achieve the specified grades.   ...

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