Module Specification template (AQD007)

The University’s module specification template has been developed to fulfil two main functions. It shall act:

● as a source of information for students and prospective students seeking an understanding of the
module;
● to ensure that there is clarity concerning the aims and intended learning outcomes of the module for
the University during the approval and periodic review processes.

Part One: ABOUT THE MODULE

1a Module title Principles of Marketing
1b Subject Standards Board Marketing
1c Location(s) module is offered Islington College, Kathmandu, Nepal
1d Courses the module is available on BA (Hons) Business Administration
2 Module code MC4061NI
3 Module level and credit rating Level 4 15
4 School Guildhall School of Business and Law
5 Teaching period Autumn, and Spring Period (15 weeks)
6 Mode of attendance Day
7 Module pre-requisites and co- NO
requisites
8 Module description

The module aims to provide an understanding of the marketing management process in contemporary
organisations and in the context of tangible goods, services and b2b markets. The service sector accounts
for a significant proportion of GDP and employment in most developed economies and therefore it
becomes essential for students to gain insight within the area. In this module, students are introduced to a
range of marketing theories such as the marketing concept, consumer behaviour, business environmental
analysis, marketing research, consumer and b2b insights applicable to tangible goods and services
marketing.

The module aims to:

● Provide an understanding of the theoretical foundations and practical application of marketing in
services, private and public sectors.
● Provide an understanding of contemporary issues in marketing.
● Develop students’ academic writing, application of knowledge and interpreting data skills.
● Develop students’ researching and analysing skills.

9 Module learning outcomes

On successful completion of this module, students will be able to:

LO 1. Analyse the business environment for an organisation operating in a specific sector with relevant
data gathering and interpretation

LO 2. Assess relevant marketing concepts/models available to the selected organisation

LO 3. Apply relevant marketing concepts/models to the selected organisation in order to facilitate

decision-making processes

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 10 Indicative syllabus – for full details see section C in module booklet
• Introduction to marketing management LO1

• Impact of the business environment LO1

• Consumer behaviour and B2B Marketing LO2

• Marketing research and consumer insights/marketing analytics LO2

• Fundamentals of services marketing management LO2

• Positioning products and services in competitive consumer and b2b markets LO1, LO2

• Creating customer value through the marketing mix components and delivering the service
experience via the extended marketing mix for services LO1

• Internationalising marketing in consumer and b2b markets LO3

• Designing service processes and service blueprinting LO3

• Managing customer relationships and building loyalty in service organisations LO3

• Conceptualising and applying the service quality process LO3

• Service failure and recovery LO3

• Managing new service development process LO3

• Service innovation strategy LO3

● E-services LO3
11 Indicative bibliography and key on-line resources
Textbooks:

Core Text:

• Jobber, D. and Ellis-Chadwick, F. (2019) Principles and Practices of Marketing, 9th Edition,
McGraw-Hill.

• Lovelock, C. and Wirtz, J. (2018) Essentials of Services Marketing, 3rd Edition, Pearson.

Other Recommended Texts:

Bryson, J. R. and Daniels, P.W. (2015) Handbook of Service Business Management, Marketing,
Innovation and Internationalisation, Edward Elgar.

Chaffey, D. and Smith, P.R. (2017) Digital Marketing Excellence: Planning, Optimizing and Integrating
Online Marketing, 5th Edition, Routledge.

Fahy, J. and Jobber, D. (2019) Foundations of Marketing, 6th Edition, McGraw-Hill.

Farone, D. B. (2019), Best Practices in Law Firm Business Development and Marketing, Practising Law
Institute.

Fatehi, K. and Choi, J. (2019) International Business Management: Succeeding in a Culturally Diverse
World, 2nd Edition, Springer.
Grönroos, C. (2015) Service Management and Marketing: Managing the Service Profit Logic, 4th Edition,
John Wiley and Sons.

Hines, T. and Bruce M. (2007) Fashion Marketing: Contemporary Issues 2nd Edition, Elsevier.

AQD007 Module Specification 2020/21 2

 King, M. (2009) Music Marketing: Press, Promotion, Distribution, and Retail, Berklee Press Publications.

Kolb, B. (2016) Marketing Strategy for Creative and Cultural Industries (Mastering Management in the
Creative and Cultural Industries), 1st Edition, Routledge.

Lovelock, C. and Wirtz, J. (2016) Services Marketing: People, Technology, Strategy, Global Edition, 8th
Edition, World Scientific Publishing.

Middleton, V., Fyall, A., Morgan and Ranchhod, A. (2009) Marketing in Travel and Tourism, 4th Ed.,
Butterworth-Heineman.

Palmer, A. (2014) Principles of Services Marketing, 7th Edition, McGraw-Hill.

Posner, H. (2011) Marketing Fashion, Laurence King Publishing.

Sanchez, A. and Carro, B. (2017) Digital Services in the 21st Century, A Strategic and Business
Perspective, John Wiley & Sons.

Shaw, S. (2011) Airline Marketing and Management, 7th Edition, Ashgate.

Troilo, G. (2015) Marketing in Creative Industries: From Creativity to Customer Value, Palgrave Macmillan.

Vanderstraeten, A. (2019) Strategic HRM and Performance: A Conceptual Framework, 1st Edition, Red
Globe Press.

Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2017) Services Marketing: Integrating Customer Focus
Across the Firm, 7th Edition, McGraw-Hill.

Journals:
Journal of Services Marketing
Journal of Marketing
International Marketing Review
Journal of Services Research
Journal of Marketing Communications
Marketing Intelligence and Planning
Academy of Marketing Science Journal
Managing Service Quality
International Journal of Service Industry Management
Journal of Financial Services Marketing
Services Marketing Quarterly
Journal of Voluntary and Non-Profit Marketing
Journal of Consumer Marketing
European Journal of Marketing
Journal of Business Management
Human Resource Management Journal
Journal of Travel and Tourism Marketing
Journal of Aviation Management
Journal of ICAO
Events Management: An International Approach
Journal of Electronic Commerce in Organizations
International Business Management
Journal of Business Law

Websites:
Chartered Institute of Marketing (CIM) www.cim.co.uk
Institute of Practitioners in Advertising www.ipa.co.uk
Smartinsights www.smartinsights.com

Electronic Databases:
Mintel, Market Intelligence, Keynote.

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 Other:
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week, Event
Magazine, Music Week.
12 What is the balance of independent study and scheduled teaching activity within the module?

The module will be taught over a 12-week period and consist of a 1.5 hour lecture and 1.5-hour Tutorial
and Workshop each week. The module seeks to assist students’ understanding of marketing practices and
contextualise their knowledge in relation to the marketing and services disciplines.

Lectures will focus on key issues, concepts and models of marketing and their application to real life
scenarios. These sessions will impart knowledge in order to provide a forum for better understanding of
key topic areas via the seminars through small group discussions, videos and case study/journal article
analysis; where possible guest lecturers from service organisations shall be incorporated in the teaching.

The use of college portal facilities is central to the delivery of the module handbook, case studies, journal
articles and student feedback.
NOTE: 1 credit = 10 hours’ learning (i.e., 30 credits should total 300 hours)
Method Description Learning
hours
Scheduled Learning & Teaching 1 * 1.5 hrs Lecture 54 (36%)
1 * 1.5 hrs Tutorial
1 * 1.5 hrs Workshop
4.5 hrs per week * 12 weeks
Guided independent study 96 (58%)
Assessment preparation/delivery
Placement/study abroad
TOTAL LEARNING HOURS FOR THE MODULE 150
13a Description of assessment items.

The module is assessed by one component: -

An individual essay on a service organisation (100% weighting).

● Individual Essay
The aim of this assessment is to encourage students to analyse the service marketing issues affecting one
organisation in a particular service sector. Students can select an organisation which operates in the
country from any of the following service sectors which relate to their degree course, e.g., Marketing,
Retail, Professional services, Fashion, Leisure, Tourism, Aviation, Creative industries, financial services,
Education, Not for Profit/Charity.

The elements that form this assessment include:

• Analysis of the strengths, weaknesses, opportunities and threats (SWOT) facing the organisation
based on properly referenced sources.
• Identification of the organisation’s key service marketing issues for the next 3 years, drawing on
secondary research and analysis.
• Demonstration of the relationship between one of these issues and some relevant theoretical
principle of services marketing, taken from reliable and appropriately referenced sources. The
individual essay weighs 100% (1,500-word limit).

This assessment encourages students to develop and practice the following skills:
Academic writing, application of knowledge, interpreting data, researching and analysing skills.

13b Description of assessment Assessment Qualifying Qualifying Week Learning

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 component weighting marks and sets due outcome/s
conditions
Coursework Individual 100% 40% Pass on 13-15 All LOs
Essay aggregate
(1,500
words).

16 Original date of validation (AQD) Please enter the validation date.

17 Revision date (specify cohort) (AQD) Please note date of any modifications.
18 Module specification version number (AQD) Please input the version number.
19 SITS Mark Scheme (Student Journey) Please input the SITS mark scheme.
20 Subject Standards Board Name (Student Journey) Please input the SSB name.

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