Aims and Fit of Module

The aim of this module is to provide students with a grounded appreciation of the utility and universality of a marketing orientation as the process by which organizations align themselves to their operating environment, markets, customers and other stakeholders.

In that this is an optional module, to well utilise the university resource, the module delivery is subject to meeting a minimum number of students (10).

Learning outcomes

A. demonstrate an analysis of customer and competitive environments.

B. comprehend the fundamental philosophy of marketing and its application in both business and not-for-profit organizations.

C. identify and apply key marketing concepts to aid marketing and business decisions.

D. demonstrate an understanding of the practical aspects and processes of marketing.

Method of teaching and learning

The teaching philosophy of the module follows very much the philosophy of Syntegrative Education. This has meant that the teaching delivery pattern, which follows more intensive block teaching, allows more meaningful contribution from industry partners. This philosophy is carried through also in terms of assessment, with reduction on the use of exams and increase in coursework, especially problem-based assessments that are project focused. The delivery pattern provides space in the semester for students to concentrate on completing the assessments.

The module involves a range of teaching strategies including lectures, student-led seminars, and tutorials. Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles.

Independent research and study will be encouraged throughout to complement group work activities. Student-led seminars will facilitate the sharing of knowledge and experiences of cohort members.


In that this is an optional module, to well utilise the university resource, the module delivery is subject to meeting a minimum number of students (10).