Module Details

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

Year: 2016/17
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 Rashne Limki
Teaching Staff: Dr Rashne Limki
Contact details: Email:

Module is taught during the following terms
Autumn Spring Summer

Module Description

This module introduces some of the key principles of Marketing, particularly useful for those not previously familiar with the subject area. It covers a range of current topics of Marketing including Relationship Marketing, Digital Marketing, Not-for-profit Marketing and Business to Consumer/Business to Business Marketing. It introduces marketing theories and models while also providing a critical perspective on how the effects of such theories and models can be understood. The module views Marketing not only as an organisational function but as occurring in a wider business and societal context.

Learning Aims and Outcomes

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:

* Demonstrate an understanding of key principles, practices, theories and concepts that constitute contemporary marketing practice

* Analyse the historical emergence of marketing, and locate marketing within a wider social, economic and political context

* Critically evaluate the role of marketing in contemporary society

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. Readings will be provided in good time before each session and it is vital that students undertake the required reading prior to the session in order to gain as much value as possible from the case studies.

Teaching starts in week 4 after completion of the induction sessions.


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