Principles of Marketing – Essay Furious


Page | 1
Module Study Guide
Academic Year 2021–2022
MS4UK41O – Principles of Marketing
Level: 4
Credits: 20
Academic Partner: UK College of Business and Computing

Page | 2
Copyright © 2021 University of West London
Permission granted to reproduce solely for the purpose of teaching and learning at the University of
West London and its approved academic partners.
You are provided with study materials for your personal use only. You must not share these with others
or upload them to websites. Any student who is found to have shared materials, particularly for
personal gain, will be subject to disciplinary action if appropriate.

Page | 3
Table of contents
Key team contact details……………………………………………………………………………………………………4
1 Module overview 5
Introduction…………………………………………………………………………………………………………..5
Module summary content and aims………………………………………………………………………….6
Learning outcomes to be assessed………………………………………………………………………….6
Indicative Contact Hours ………………………………………………………………………………………..7
Placement/Apprenticeship……………………………………………
Error! Bookmark not defined.
2 Assessment and feedback 7
Summative assessment grid …………………………………………………………………………………..8
Assessment brief including criteria mapped to learning outcomes ………………………………..9
Learning materials……………………………………………………………………………………………….13
3 Things you need to know 15
Engagement……………………………………………………………………………………………………….15
Need help, just ask………………………………………………………………………………………………15
Getting support for your studies …………………………………………………………………………….16
Student support…………………………………………………………………………………………………..16
Module evaluation – have your say! ……………………………………………………………………….16

Page | 4
Key team contact details

Module Coordinator Anthony Osei Owusu
Subject Area & School/College UK College of Business and Computing
Email [email protected]
Phone 020 8518 4994
Location Eastgate House, 40 Dukes Street, EC3A 7LP

 

Module/ Course Administrator Florina Izbase
Email [email protected]
Phone 020 8518 4994
Location Eastgate House, 40 Dukes Street, EC3A 7LP

 

Subject Librarian Lucy Birch
Email [email protected]
Phone 020 8518 4994
Location Eastgate House, 40 Dukes Street, EC3A 7LP

The Course Leader overseeing this module is Dev Raj and can be contacted at [email protected].
The Course Directors overseeing this module is Sobhi D’cruz, Dev Raj, George Muwonge, and
can be contacted at
[email protected] , [email protected] , [email protected] .
The Director of Education responsible for this module is David Preston, and can be contacted at
[email protected] .
Page | 5
1 Module overview
Introduction
Principles of Marketing is a level four module, taken by first year students and so it is likely that you are
a new or relatively new student at UWL – so welcome to the University and welcome to Marketing. The
module is well established and previous feedback indicates that most students have enjoyed their first
opportunity to study Marketing in depth. This module seeks to introduce students to the subject. No
previous knowledge of marketing is assumed, although some students may have some experience of
the subject from earlier studies and of course through employment or their own experience as a
consumer. As you will discover marketing and consumption are inextricably linked and so as a consumer
you will find studying marketing helps you to improve the way you live and being a reflective consumer
helps you to study marketing. The University’s modular scheme allows students to combine a variety of
subjects so you may expect to meet and work with students from a number of courses whilst you study
this module.
The tutors who teach Marketing firmly believe that you, the student, need to be active in your participation
and contribution to this module for you and your fellow students to have the most rewarding experience
– from the word go you will be encouraged to “do your part”. This means taking an active interest in the
subject, preparing effectively for classes, voicing your views, responding to the opinions of others
constructively, asking questions, preparing assignments and reflecting on what you have experienced. It
is expected that you attend all lectures and seminars for this module your tutors will help and encourage
you to do this, but above all remember that good learning only really occurs with practice and for that
your tutors rely on your effort. Good luck, my colleagues and I hope you enjoy this module and that it
forms a sound basis for your future studies at UWL.
Module summary content and aims
This introductory module attempts to provide a variety of learning outcomes some of which are
knowledge based, however as with most things in life, just knowing the facts and the theories is not
enough – it’s whether you are able to see their relevance to a variety of situations and make use of them
to improve your decision making. So the key learning that takes place is your application of knowledge
and understanding to a number of realistic marketing scenarios /case studies to which you will be
introduced throughout the module. By taking this module you will get to know and understand the
environment within which a typical marketing manager operates particularly customers and competitors.
You will also learn about how marketing is applied in a range of different contexts – for example, how do

Page | 6
not-for-profit firms engage in marketing? How do firms market themselves in global markets? You will
also be able to identify the type of information required for marketing decision making concerned with
developing appropriate products, promotional campaigns, pricing and distribution policies.
One of the key variables that affect marketers’ decisions is the way in which consumers behave and so
one of the more important outcomes of the module will be to increase your knowledge and understanding
of customer behaviour and appreciate how this might help decision-making. This will include your
involvement in discussions of how customers may be divided into groups with similar behaviour patterns.
Once you have acquired an appreciation of the marketing environment you will be introduced to a number
of concepts, which will help you to evaluate marketing situations concerning products, promotion, pricing
and distribution. Following your assessment of a particular scenario you will be encouraged to say how
you (as a manager) would respond in those circumstances. Besides acquiring marketing knowledge and
skills this module aims to develop your ability to manage your own learning, communicate your views to
your tutor and other students and work effectively in groups.
Expectations
Specific expectations students can have of tutors
:
Tutors will focus on delivering the course content and support student development as autonomous
learners in line with the University mission to inspire our students to become innovative and creative
professionals connecting them to exciting and rewarding careers.
1. Guidance and support
Your tutor will provide you with academic guidance and will help you reflect on your academic
progress so that you get the most out of your studies. Your tutor and student support team will
also provide advice on the wider network of specialist student support services at the
University to help you have the best possible experience during your studies.
2. Confidentiality
Some information may be sensitive. Although it may be necessary to consult colleagues,
University staff will treat such information as confidential and will limit disclosures to the
minimum necessary.
3. Assessment marks and summative feedback
Assessment marks and summative feedback will be given within 3 working weeks from the
assessment submission deadline.

Page | 7
Specific expectations tutors will have of students:
Tutors expect students to fully commit to the learning process both online and in class. We expect
you to follow the University code of conduct and treat all staff, each other and all visitors with
respect and in a manner that is compatible with the University’s Equality and Diversity statement.
1. Engagement
You are expected to attend all the classes and seminars and be punctual. You will
get the most out of your support by working in partnership with your tutor and student support
team. This is a two-way process and by taking part in it fully you will gain more benefits from
your experience at the University. You are therefore, expected to actively participate and
engage in class activities and inform the tutor by e-mail when and if you are unable to attend
any classes.
2. Preparation
You are expected to read any preparation material / attempt any practice questions prior to
lectures/seminars as per instructions given.
3. Professional conduct
You are expected to behave professionally in classes and not cause any disruption that might
affect other students’ learning. You are also expected to communicate with your tutors in a
professional manner.
4. Attempt all assessments
You are expected to attempt all assessments by the submission deadline unless there are extenuating
circumstances (in which case please contact your Course Leader for extension request or mitigation
claim prior to the assessment deadline)
Learning outcomes to be assessed
A Knowledge and understanding
1. Students should be able to find out and state marketing terminology, principles,
classifications, theories/concepts and methodologies at an introductory level

Page | 8
2. Students should be able to refer to and explain in their own words marketing terminology,
principles, classifications, theories/concepts and methodologies relating to simple
marketing contexts
B Intellectual (thinking) skills – able to:
1. Demonstrate knowledge and understanding by giving practical examples of their use in
specific simple marketing situations.
2. Analyse simple relationships between businesses and their markets and make
judgements about simple marketing issues that affect the operation of businesses
3.
4. Formulate simple marketing solutions to problems concerning businesses and their
markets.
C Subject practical skills – able to:
1. Design outline survey methods appropriate to a simple market research scenario
2. Develop simple strategies and tactics appropriate to specific marketing scenarios.
D Key transferable skills – able to
1. Plan and prioritise their learning and assessment activities
2. Express their ideas clearly both verbally and in writing
3. Argue and defend their views both verbally and in writing
Work with others to assess problems and develop solutions to them.
Indicative Contact Hours

Teaching Contact Hours 48 hours
Independent Study Hours 152 hours
Total Learning Hours 200 hours

Page | 9
2 Assessment and feedback
Summative assessment grid
If your course is accredited by a Professional Statutory Regulatory Body (PSRB), the module
requirements will specify the elements of assessment that must be passed and may override
the University regulations. Please speak to your Course Leader for further advice.

Assessment
(insert below type
of assessment as
per the table
above)
Teaching Weeks in
which Assessment
Support Takes
Place (enter each
week no. in a new
row)
Outline of Type
and Form of
Assessment
Support to be
Provided
Student
Preparation
Required Prior to
or After the
Support Session
How will the
Support
Session to be
Delivered

Assessment brief including criteria mapped to learning
outcomes
Assessment 1 – 1,500 words
This assessment is an individual report
In this written report, you are expected to undertake an environmental analysis of an organisation
of your choice in the food retail industry making use of the relevant models and frameworks. Your
report should identify the current position of the organisations in relation to their competitors and the
key issues that is impacting on the said organisation. Please
discuss your selected organisation

Type of
Assessment
Word
Count or
equivalent
Threshold
(if Professional
Body-PSRB
applies)
Weighting Pass
Mark
Indicative
Submission
week
Method of
Submission
& Date of
Feedback
(refer to BB)
Assessment 1
Written
Course work
1500 N/A 50% 40% The last
Friday of
Week 7
15 working
days after
submission
Assessment 2
Written
Coursework
2500 N/A 50% 40% The last
Friday of
Week 14
15 working
days after
submission

Page | 10
with your tutor as early as possible to make sure that you are on the right path
The report will provide the highlights of your work. Harvard Style referencing must be used in the
body of the report and in the bibliography. Further information can be found in the electronic library
through this link:
http://www.uwl.ac.uk/library/finding-and-using-information/referencing/harvardreferencing-guide
Assessment 1 Marking Criteria:

Assessment criteria Maximum
Marks
Introduction and Background –The introduction should include
among others the following information. The purpose of the report,
what the report aims to achieve and the background of the
organisation including the mission and vision.
10%
Environmental Analysis (Macro –Micro) – This should include
information on
internal factors in the company for example,
product issues, marketing issues, management issues. The
external factors should include among others, Political, Economic,
Social, Environmental, Legal, Technological and Competitor
Information.
30%
SWOT analysis to summarise the issues in the external and
internal analysis. Also discuss the
SECONDARY DATA
SOURCES used
to collect your data in this section
30%
Conclusion and Recommendations– Recommendation should
be based on issues being considered as weakness and threats
identified in the SWOT analysis
20%
Report writing style and format, Professionalism and contribution
to group work
10%
Total 100%

Page | 11
Assessment 2
Assessment task: Individual written report weighting: 50%.
Date/time/method of submission: Week 14, online via Blackboard and ‘turnitin’.
Word count or equivalent: 2500 words
Referring to the issues identified in Assessment one, prepare a marketing plan with clear analysis
and strategy as to how your organisation would be able to improve their market share and growth.
The marketing plan should be medium term from 2022-2025. It is recommended that the following
can be followed.
1.
Introduction – This could be a summary of the issues identified in A1 to justify the objectives
for the marketing plan that you will be demonstrate in your report, what you want to achieve
for the company. Therefore, you need to follow the SMART criteria: (Specific: Clear goals.
Measurable: profitability. Attainable: describe the result. Realistic: is it doable? Time: By
when?
2.
Develop the marketing strategy: in this section you provide a strategy to increase market
share/growth of the company, you can use Ansoff marketing growth strategy and be as
creative as possible.
3.
Discuss the marketing Mix: In this section you analyse the company based on the 4Ps.
4.
Discuss the customer driven strategy: In this section you need to analysis the
segmentation, targeting, positioning and differentiation separately.
5. Conclusion
Assessment Criteria

Assessment criteria Maximum Marks
Introduction:
Objectives of marketing plan
5%
Marketing Mix
You should discuss the 4Ps
20%
Marketing analysis BCG 20%
Marketing developing Strategies 20%

Page | 12

(Ansoff matrix /growth strategy matrix)
Customer Driven Strategy
(STPD)
20%
Conclusions 5%
Coherence and presentation 10%
Total 100%

For guidance on online submission of assignments, including how to submit and how to access online
feedback, please refer to the UWL Blackboard student-help pages at:
uwl.ac.uk/blackboardhelp
Learning materials
The reading list for this module is available on Blackboard in the module area and online by searching
https://ulearn.ukcbc.ac.uk/course/view.php?id=83 & uwl.rl.talis.com. This shows real-time availability of
books in the library and provides direct links to online resources, recommended by your lecturer.
Remember to log into Ulearn and Blackboard daily to receive all the latest news and support
available at your module sites!
Subject guides https://ulearn.ukcbc.ac.uk/course/view.php?id=83 are also available to help you find
relevant information for assignments, with contact details of the Librarian for your School.
You are reminded that the College applies penalties to students who commit an academic
offence, in which case the
Academic Offences Regulations will be used to deal with any cases
of academic misconduct including examination offences, plagiarism, use of ghost writing
services and other means of cheating to obtain an advantage.

Page | 13
3 Things you need to know
Engagement
Teaching at UKCBC during the academic year 2021-22 will be conducted face to face and may involve
a range of on site and online teaching and learning activities. Whether you are engaging with teaching
and learning activities on site or via the UKCBC – Ulearn Virtual Learning Environment (VLE), we
expect the same level of commitment and engagement from you. If you are unable to attend scheduled
on site or online activities or complete activities in the time frames set out, you should let your tutors
know. You should aim to stick to assessment deadlines; if you are concerned that you will not be able
to complete your assessments on time, you should talk to your tutors. Your engagement, whether
online or on site, will be tracked and if we see that you are not engaging, we will get in contact with you.
However, we encourage you to let us know if you are having problems so we can work with you to find
solutions and get you back on track as soon as possible. Give yourself the best possible chance to
succeed by engaging with the full range of learning and teaching activities available to you.
Need help, just ask
The College recognises that there are times when you may encounter difficulties during your course of
study and provisions are made to help you. Your Module Coordinator can help with any questions
specifically related to your module. Any query regarding your course can be discussed with your
Course Coordinator.
If you think you will be unable to meet deadlines please talk to us, whether it’s your lecturer, module
coordinator or course coordinator, personal tutor or any member of staff, so they can get you the
support you need to succeed.
You can extend your deadline if you have a good reason why you are not able to submit a piece of
coursework on time,
apply for an extension before your deadline. If an extension is not sufficient and
circumstances beyond your control are preventing you from completing your assessment, then
you can,
apply online for mitigation. To apply for any extension, the links are available on your module
page under Extension tile or you can visit your student portal through Evision (360-degree portal).
Please remember late submission without extension or mitigation may result in penalties depending on
how late it is, see University
Academic Regulations.
You are expected to behave in line with UKCBC expectations, irrespective of whether your interactions
with staff and other students are in person or online. As you will be engaging with others online and
with a range of online materials, it is important to consider how to stay safe online and ensure your
communications are secure and appropriate. If you have any questions about how to manage your
online UKCBC activities, please contact your module coordinator.
If you have an issue about the module, you should speak to your Module Coordinator or Course
Coordinator informally in the first instance. Your Course Representative can also raise your concerns at
Course Committees, which take place each semester. If you are unable to resolve it informally, you
should refer to the Complaints Procedure. The College aims to ensure that issues are resolved
informally as quickly as possible to have minimum impact on your studies.

Page | 14
Getting support for your studies
Throughout your course of study, you will have access to a wide variety of sources of support
depending on your individual circumstances and needs. Your first point of call for getting general
academic support is your Personal Tutor. They would provide academic advice in relation to your
studies and your academic development. This includes One-to-One Academic Support opportunities
helping you to develop skills relevant to your degree. Academic Skills Workshops throughout the year
include the following:
Essay Planning and Writing
Critical Thinking
Reflective Writing
Group Work and Presentation Skills.
Apart from the College-wide support framework, which encompasses the Module Coordinator, Course
Coordinator, the Librarian, and your Course Administrator, you will also have at your disposal the
UKCBC Student Engagement Team.
Student support
In addition to the support listed in the previous section, You are an associate member of UWLSU
https://www.uwlsu.com/ there is also more help offered by UWL Student Support Services. The
Student Hub is located in The Street at St Mary’s Road, Ealing campus
Module evaluation – have your say!
Towards the end of the module you will be invited to provide some anonymous feedback to the Module
Coordinator through an online survey. This is your opportunity to give some direct feedback about the
module through a series of questions and free text. Your constructive feedback will help the Module
Coordinator and teaching team to understand the module experience from your perspective and helps
inform the development of the module. At the end of the survey period, a response to the survey will be
available so that you can see exactly how your voice has been heard.

WE’VE HAD A GOOD SUCCESS RATE ON THIS ASSIGNMENT. PLACE THIS ORDER OR A SIMILAR ORDER AND GET AN AMAZING DISCOUNT