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Marketing Operations

Full module specification

Module title:Marketing Operations
Module code:EXE2103
Module level:2
Academic year:2021/2
Module lecturers:
Module credit:20
ECTS value:

Marketing to level 1

Duration of module:

Module aims

This module will enable students to build on the knowledge of marketing basics given at level 1. It will provide students with a sound understanding of the marketing planning process and the marketing mix tools that contribute towards the effective implementation of marketing strategy. This module requires students to explore the multiple relationships which need to be formed and maintained to retain customers.

ILO: Module-specific skills

  • 1. Understand and appreciate the marketing process and the importance of quality to the customer and the organisation.
  • 2. Conduct a basic marketing audit considering internal and external factors.
  • 3. Understand the process of marketing planning at the operational level
  • 4. Explain the need to select and integrate marketing tools to achieve effective implementation of plans

ILO: Discipline-specific skills

  • 5. Understand a range of different concepts and perspectives
  • 6. Apply these concepts to the understanding and solution of marketing problems and situations
  • 7. Conduct appropriate research using primary and secondary sources and analyse results

ILO: Personal and key skills

  • 8. Communicate ideas effectively in a variety of different formats
  • 9. Work with others as a member of a project team
  • 10. Manage time and prepare work for a strict deadline
  • 11. Demonstrate information technology skills

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Assignment403000 words
End of module examination602 hours

Syllabus plan

  • The Marketing Process
  • Market Orientation
  • TQM and barriers to implementation
  • The Marketing Planning Process
  • Conducting a Marketing Audit
  • Analysis of an organisation’s marketing environment
  • The Marketing Mix:                Promotional Operations
  •                                                   Pricing Operations
  •                                                    Product Operations
  •                                                    Place Operations
  • Market Relationships and the importance of marketing ethics and social responsibility

Indicative learning resources - Basic reading

Adcock, Dennis et al, (2001) Marketing Principles and Practice, 4th Edition, London: Pitman

Banks, J (2000) The Essence of Total Quality Management, Prentice Hall

Bell, D (2001) Managing Quality,2nd Edition Butterworth-Heinemann

Brassington F and Pettitt S, (2003) Principles of Marketing, 3rd Edition, London: FT/Prentice Hall

Davies M, (1998) Understanding Marketing, London: Prentice Hall

Dibb, S et al (2001) Marketing: Concepts and Strategies 4th Edition, Houghton Mifflin

Doyle P, (1998) Marketing Management and Strategy, Prentice Hall

Fifield, P (1998) Marketing Strategy 2nd Edition, Butterworth Heinemann

Hatton, A (2000) The Definitive Guide to Marketing Planning, FT/Prentice Hall

Jobber D, (2001) Principles and Practice of Marketing, 3rd Edition, London: McGraw Hill

Kotler P et al, (2001) Principles of Marketing 3rd Edition, London: FT Prentice Hall

Lancaster and Massingham, (1994) Marketing Management, McGraw Hill

Lancaster and Massingham, (1993) Essentials of Marketing, McGraw Hill

McDonald, M (2002) Marketing Plans: How to Prepare Them, How to Use Them 5th Edition, Butterworth Heinemann

O’Connor J and Galvin E,  (2001), Marketing in the Digital Age, 2nd edition,  London: Prentice Hall

Oakland J S and Porter L J, (2003) TQM: Text with Cases, 3rd edition, Butterworth-Heinemann

Seybold, P.B. with Marshak, R.T. & Lewis, J.M. (2002), The Customer Revolution

Stokes D, (1997) Marketing: A Case Study Approach , Letts Educational

Wilson and Gilligan, (1997) Strategic Marketing Management, Butterworth-Heinemann

Module has an active ELE page?


Indicative learning resources - Web based and electronic resources

Journals/Articles/other source material:

The Guardian Online

The Sunday Times


Marketing Week

Marketing Business

Videos: Marketing Basics  EBC

             The Marketing Mix at Cadbury’s  TV Choice

             Marketing Decisions TV Choice

             What is Marketing?  TV Choice


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