Principles and Practices of

Marketing
Teaching week 01:
Introduction to the module

MARK1107 PPM
 This session will include ...
 Who will be helping you to learn in
this module
 Ian, Jules, Kay, Matteo, and a couple of
Mikes
 A Very Naughty Boy
 The aims of the course
 How the course is taught
 and more to the point, learned!
 How the course is assessed
 … and what happens if you fail
3 3
 Some interesting advertising for you to
look at
 Details of the core module textbook
 You should buy this textbook
 You can probably get it second hand on
Amazon, eBay, or other online sources … if
you’re quick!
 Things to do for this week
 Please direct any queries relating to this
module (or its teaching, assessment etc)
to your tutorial leader, not the Module
Leader!
 Welcome to the module

 “Today’s successful companies have

one thing in common. Like Nike,
their success comes from strong
customer focus and heavy
commitment to marketing.”
 Kotler et al 2005
 But I prefer Billy Connolly’s thoughts
on the subject

4 4
Aims of the  The aim of the Principles and
Practice of Marketing Course is to
provide students with:
course  An introduction to the principles
underlying the philosophy and
Among other things … practices of modern marketing
activities
 An understanding of what is meant
by being “customer focus”
 An insight into marketing in a
multicultural society, whether it be
regional, national, international or
global
 An awareness of the ethical and
societal issues surrounding
marketing
 Teaching & learning activities

 If we have live sessions  If we have online sessions

 Lectures  Lectures
 1 hour (effectively 50 minutes)  2 x 20-25 minute recorded videos
 Overview of topic areas  Overview of topic areas
 Directed reading  Directed reading
 Tutorials  Tutorials
 1 hour  1 hour
 Formal & informal  Formal & informal
 FULL participation expected/required  FULL participation expected/required

Additional activity
1-2-1 appointments with your tutor
It’s up to YOU to make appointments!
Student Directed Learning
This means visiting the (physical or virtual) library - and reading stuff!
6 6
Teaching and  The following are available on
Moodle now:
 Course handbook
learning  Weekly files containing the lecture
slides and tutorial activity details for

materials that week

 Recorded lectures will appear on the
timetabled day
 Assignments will appear at
appropriate dates
 Assignment 1 is available now
 This will be discussed in tutorials two
weeks from today
 Look at it, but please hold off on the
questions until then!
Linking grades with attendance on this course

33
80%
31
Bars: Number of tutorials attended

64%
61% 61%

Line: Average grade achieved

54% 56%
48%
19 19

46%
40% 45%
14
13

25%

3
1 1 1
0

0 1 2 3 4 5 6 7 8 9 10 11
Number of tutorials
How the
characteristics
of a product
affect its rate of
diffusion
Assessment
Assessment Title Weight Length Due Date

Individual written report 40% 2,500 words Wednesday 08 December 2021

(+/-10%) at 23:30hrs UK time

Individual written report 60% 3,500 words Thursday 14 April 2022

(+/-10%) at 23:30hrs UK time

Formative Assessment:
- 2x multi-choice quiz (one per term)
- Pass/fail
Commercial break - some fun adverts
Are they good advertising or just good theatre?
Core course text book
Dibb et al (2019); “Marketing
Concepts and Strategies”; Cengage
Learning, Andover
Print ISBN: 9781473760271 £56.99
eBook: £47.49

Link for a 30% discount:

https://www.cengage.uk/shop/isbn/97814737
60271
Discount Code: CHE22BACKTOUNIVERSITY30
 If you get any other book than this one …
 … DO NOT come to me (or your
other tutors) asking which chapter to
read!
 If you choose the book, you choose the
chapter!
 Nearly all the lecture slides are
heavily based on this book

13 13
Things to do  Background reading
 Download the course materials from
Moodle

next  Do this today!

 Look up the following terms and read
about them online/in textbooks
 SWOT analysis
 PESTEL analysis (This may also be
referred to as an “Environmental
Analysis”)
 SWOT and PESTEL are the
foundations of any marketing work
you will do, at University or in work
as a marketer)
Things to do  For this course
 Flick through the course handbook

next
 Make sure you understand about the
Course:
 Content
General preparation  Assessment
 Procedures and Processes
 For your own sanity
 Go on to Banner and Moodle
 Familiarise yourself with these
systems
 Make sure your personal record is
correct!
 If not, tell your PPD1 tutor as soon
as possible
Is this a good advert?
What about this?
This session
 The tutors on this course
 The aims of the course

looked at …  The course structure in terms of

 Teaching/learning
 Assessment
 Some (good?) adverts and some
(good?) theatre
 The module handbook
 What you need to do next
 Familiarise yourself with Moodle
 Find, download, and read this module’s
handbook
 Look up “SWOT” and “PESTEL” in
marketing textbooks and/or online
sources.
THANK YOU