22BSB562: The Marketing Mix

MODULE OUTLINE
Staff involved:
Module Leader: Dr Ofer Dekel-Dachs
Role(s): Lecturer in Marketing in the School of Business and Economics, Loughborough
University, United Kingdom
Office room: BE 2.29

GOOGLE SCHOLAR: https://scholar.google.com/citations?user=cdbIpjcAAAAJ&hl=en

Email: o.dekel-dachs@lboro.ac.uk

(email preferred due to limited telephone access at this current time – related to working
from home)

Modular weight:
10
Exam weight:
100%
Pre-requisite module:
None

CONTENTS OF MODULE OUTLINE

● Aims & objectives

● Methods of teaching
● Methods of assessment
● Essential reading
● Lecture schedule

SECTION 1 - AIMS & OBJECTIVES

Aims:

The aims of this module are:

- to build on the prerequisite marketing module;
- to examine the nature of the marketing mix and the contribution of each
of the marketing mix elements to an effective marketing strategy.
 Intended Learning Outcomes:

1.Knowledge and Understanding

- Explain the nature of each marketing mix component;
- Describe the key elements of product, price, promotion, and distribution
and how they should be managed and linked together for effective
marketing across a range of international contexts;
- Discuss the new product development process;
- Assess the nature of services marketing.

2.Subject-Specific - Cognitive Skills

- Develop solutions for a range of marketing problems across a range of
international contexts;
- Evaluate and assess a variety of marketing scenarios.

3.Key Transferable Skills

- Learn and work independently.

While the core of this module is introductory, we will also raise emerging topics within
contemporary marketing. Students will develop an appreciation of the special requirements
for successfully conducting marketing activities by concentrating on the market-oriented
approach to doing business.
Importantly, this module will draw upon illustrations from mainstream businesses, so that
students can compare/contrast how certain marketing theories and concepts apply (or do not
apply) across these different settings.

Student learning objectives are:

● To gain knowledge of the essential marketing theories
● To develop a solid understanding of these theories, with a view to being able to apply
them in the work and the marketplace
● To develop the ability to critically discuss these theories and their relevance to the
marketing of sport
● To understand the developing role of marketing within contemporary society as it
applies to sport

SECTION 2 - METHODS OF TEACHING

This module is based on specialised themes. It encompasses 22 lecture hours aimed at:

● Illustrating the fundamental theories and methods to foster deeper understanding of

core issues
● Providing additional and complementary perspectives on marketing problems
● Discussing the core theories in an interactive way
● Discussing illustrative examples and case studies
● Revising learning over the module

Self-study (78 hours):

● It is imperative that you read the compulsory book chapters before attending the
lecture. A high degree of interactivity is strongly encouraged in class
 ● Case studies or discussion questions will be provided for you on LEARN each week.
These are to help you in your understanding of the material each week and will be
part of the activities in the session.

Total student effort for the module is 100 hours on average over Semester One.

To emphasise this point, the lectures are intended to cover some pertinent issues. Yet,
owing to this being a degree-level module, it expected that students should build upon such
activities in their own time. For instance, a concept might be briefly discussed in class, but
students should digest this topic by assessing it with their own examples ready for the final
exam, alongside broader learning.

SECTION 3 - METHOD OF ASSESSMENT

Exam
assessmen Weigh Assessmen Assessmen Available
Length
t Title t t Type t Semester in SAP
*

Yes, can
In-person be
Examination 100% 2 2 hrs
examination reassesse
d in SAP

A two-hour written examination (100%) taken at the end of the Semester.

*Where the module contains an exam, the Exam Length represents the amount of time to
be spent actively working on the exam:

 For an "In-person examination (exam venue)" or a "Learn quiz", this is the

amount of time available to complete the exam.
 For an "Online short-window examination", you will have an additional 30
minutes to download the exam paper and upload your answers. These 30 minutes are
on top of the Exam Length.
 For an "Online long-window examination", you will have a 23-hour window in
which to complete your exam (including downloading the paper and uploading your
answers), but you are expected to spend the amount of time shown in the Exam
Length column actively working on your exam.

SECTION 4 - ESSENTIAL READING

Chapters indicated within the Lecture Schedule are recommended and you are expected to
have read them, or a suitable alternative, before each lecture. These chapters are taken
from the following required textbooks:
● Principles of Marketing for a Digital Age by Tracey Tuten (Sage)
● Likewise, during the lectures, you will be referred to supplementary readings (e.g.,
journal articles). These resources have been set to support you in your
understanding of the Module material.
Suitable alternative books held in the library are:
● Kotler, P., and Armstrong, G. (2016). Principles of Marketing, seventeenth edition,
Pearson Education, Harlow, United Kingdom (please note that older editions of this
textbook are also acceptable, and are available at the library).
To maximise your learning, you are strongly encouraged to read this extra material. For
example, this might be used to provide stronger illustrations in the final exam – to add more
depth on the applications of certain marketing theories and concepts to practical situations.
Lastly, a core theme of this module is to apply general marketing themes to sport and leisure
contexts (please see Section 1). During the lectures, students will be referred to certain
academic papers for illustrations of marketing theories in such contexts. As mentioned
earlier, students are encouraged to read these papers in greater depth during their self-study
time.

SECTION 5 - LECTURE SCHEDULE

Topi Principles of Academic

Marketing Papers
for a Digital
Please check in
Age
every week’s
folder

Environment Understanding 1
Marketing

Environment PESTLE and 2

Competitive
Environment

Concepts Segmentation 3
Targeting and
Positioning

Concepts Social Media

Marketing

Engagement

Concepts Branding 11

Marketing Mix Price 6

Marketing Mix Product 7

Marketing Mix Distribution 8

Marketing Mix Communication 9+11

Marketing Mix Services 10

Tools Strategy and

Revision
All lectures
will be run
by Ofer
Dekel-
Dachs