Module Details

BE556-7-AU-CO: Marketing: Principles And Practices

Year: 2017/18
Department: Essex Business School
Essex credit: 20
ECTS credit: 10
Available to Study Abroad / Exchange Students: Yes
Full Year Module Available to Study Abroad / Exchange Students for a Single Term: No
Outside Option: No

Supervisor: Dr Maged Ali
Teaching Staff: Dr Maged Ali
Contact details:

Module is taught during the following terms
Autumn Spring Summer

Module Description

The aim of this module is to introduce students to the theory and practice of marketing. It will present some of the key principles of marketing, particularly useful for those not previously familiar with the subject area. In addition, it will cover some topics important to the contemporary marketing context including consumer behaviour, relationship marketing, digital marketing and cause-related marketing. It introduces marketing theories and models while also providing a critical perspective on the effects of these to political, social, and cultural life. Thus, the module views marketing not only as an organisational function but also
as a field of social interaction in a global context.

Module Aims

* To introduce students to key principles of marketing
* To provide a range of critical perspectives on contemporary marketing practice from a
number of different standpoints
* To demonstrate how marketing concepts influence business, and wider cultural practices
* To address the role of marketing in society

Module Learning Outcomes

By the end of the module, students should be able to:

* Analyse the historical emergence of marketing, and locate marketing within a wider
social, economic and political context
* Demonstrate an understanding of key principles, practices, theories and concepts that
constitute contemporary marketing practice
* Critically evaluate the role of marketing in contemporary society

Skills for your professional life (Transferable Skills)

By participating in this module, students will able to:

* Develop commercial awareness of contemporary context and issues of marketing through
engagement with case-studies and guest speakers
* Improve your marketing-specific research skills through the use of Mintel
* Build critical analysis skills through written case study presentations

Learning and Teaching Methods

The module will be taught in eight weekly sessions. Each three-hour session will consist of a formal lecturer-led presentation on the topic under discussion, followed by interactive workshop-style case studies that will provide the opportunity for students to relate the conceptual frameworks to practical cases.


100 per cent Coursework Mark


The module is assessed by two pieces of coursework. The first is a 2,000 word essay (40%) based on a given question. The second piece of coursework is a 3,000 word case study project (60%) which requires the students to apply relevant theoretical considerations to a specific marketing case. Guidelines will be given regarding the type of case, and quality and extent of data that is expected.

Other information

This module is compulsory for:

MSc in International Management
MSc in Management
MSc in Marketing Management

Postgraduate Administrator - Jade D'Mello

Further information

External Examiner Information

  • Name: Dr Rita Kottasz
    Institution: Kingston University
    Academic Role: Senior Lecturer in International Business