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Welcome to Principles of marketing, one for one for and this week we're going to offer an
introduction for the module.

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So the plan is to talk you through the learning outcomes of the module, to help you to understand
the core definitions of marketing.

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Think about the scope of marketing as a business function,

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and it's much wider than you might think it is to discuss and appreciate module expectations,
including the assessment.

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So let's look first at the model learning outcomes, first of all,

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these are really important because when I assess you, I will need to ensure that you have it within
your assessment.

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Address follows what your learning happens. So this module, you must be able to describe key
marketing concepts, processes and terminology.
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So the words which really constitute the discipline of marketing are important.

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And that terminology shows me as a marker of your assessments, that you're really starting to
understand the discipline.

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Secondly, to demonstrate the ability to collect, analyse and interpret information as part of a
marketing audit.

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Your assessment is very much based on this. And it's about teaching you really to collect and analyse
that information, to find out what's important,

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to know where to collect it from, and then to think about how it impacts your company or your
brand.

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Thirdly, the module is about helping you to understand consumer behaviour and to understand how
the more we know about our consumers,

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then the better marketing decisions we can make. Fourthly, we're thinking about marketing
theories, being able to understand those theories,
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apply those theories, use them to to make good marketing decisions.

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And then finally, the module requires that you ultimately can recommend appropriate actions for
marketing in various sectors.

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And again, that will be picked up in your assessment.

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You should try to get hold of a module text and actually I don't really mind which one you choose to
to use.

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Any introduction to marketing principles of marketing or essentials of marketing, that sort of thing.

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Some of these are available online through the library.

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But you can also pick up, you know, second hand or third hand copies of the textbooks on Amazon.

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So just make sure you have access to some reading so that as you work through your online
materials,

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you can also do some additional reading within the text.

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Examples here. A Joppa Principles of Marketing, Urbancic, King Marketing Concept, ANES,
Bressington, Cottler.

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There's lots and lots of introductory texts to marketing.

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If you pick one up and you're not sure if it's relevant for this module, just drop me a line and I will let
you know if it's appropriate or not.

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Now, in addition to the marketing tax and something that's probably quite new.

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If you're if you're, you know, this in your first year of university,

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is it we start we ask you to become familiar with the academic journals and the academic journals
for this subject area.

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Well, there's actually hundreds of them. But look,

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particularly at maybe the Journal of Marketing and European Journal of Marketing besta so that you
can see what

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an academics are currently writing about in the marketing discipline and to get used to accessing
these journals.

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They are online, but you need to be able to find how to access them.

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And I know in other modules you'll be taught how to do that in your skills module.

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And the sooner you learn to do them do that, the better.

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So for your assessment, I will certainly expect to see some references to these academic journals.
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In addition to that, take a look at the trade journals.

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So the trade journals for marketing campaign, which looks at advertising campaigns, that sort of
thing, Marketing Week does much wider ranging.

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It tells you exactly what's going on in marketing. So we can buy professionals for professionals.

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The drama and marketing BONARD is up online resources, but the marketing Donat in particular is is
really useful one to take a look at.

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It offers a range of different templates that you could use for working through this module.

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A marketing plan is in there, for example. So I'd like you to be reading a textbook, you know, maybe
just a chapter a week.

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I'd like you to be looking at the academic journals, finding out where they are, starting to think about
how you reference those.
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And I'd also like you to be accessing the trade journals again online through it, through the library as
much as you can.

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You need to know the difference between the academic and the trade journal.

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So an academic journal is written by academics. Not surprisingly.

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But it's some piece of work, piece of research which is peer reviewed by other academics in the field.

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So once it's published, it's perceived to have some academic credibility.

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Trade journals, on the other hand, are written by journalists for specific publications like Campaign
or Marketing Week.

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And obviously that's their job and they're paid to do it. And academics are not paid generally to
publish in the academic journals.
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Now, both of those are important trade journals are important to us because they tell

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us what's going on today and give us really good examples of what's happening

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marketing the academic journals show us how academic discussion and debate has

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evolved and is continuing to do to evolve as far as your academic work is concerned.

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They are they're both they're both relevant. Some of your essays will be ask for more academic
sources than others.

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Some will be more practical. So practical examples will obviously be found in the trade journals.

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But for me, I would like to see a good mix of textbooks, academic journals and trade journals.

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So start working out now how you can access these and just become familiar with that process.

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Give you an overview of the module we cover.

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A broad range of marketing activities. So following our introduction, we will then focus on
understanding the marketing environment.

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And this is going to help you with your assessment of your job will be to analyse the marketing
environment.

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And we look at consumers. We are examining the different approaches to thinking about how
consumers behave.

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What motivates them? What prompts their behaviour.

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And also try to understand how knowing about consumer behaviour can help us to make better
marketing decisions.

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Then we look at the idea of segmentation, targeting and positioning.

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So how we segment a chosen market, how we target a particular group of customers within it,

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and then how we position our organisation or offering to suit that target markets.

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We look at marketing, research and the marketing mix. So the marketing mix is varied.

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It incorporates product pricing, promotion. So a range of different elements which work together to
help us to put our marketing into action.

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We look at our branding options and marketing communications.

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We look at the differences between tangible product marketing and services marketing.

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And they are quite different, they are quite distinct, and we would emphasise different aspects.
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You could services well to them products. And we'll think about how we can behave in an ethical
way.

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Today we are expected to behave ethically and to be socially responsible in marketing.

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So we look at what that means for our subject area, often particularly around targeting and
promotion.

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For example. And then our final week will look through how we put together some decisions around
marketing.

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So how we plan our marketing activities, how we schedule it, how we organise it.

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And then we have a final week there where we'll focus on getting ready for the assessment.

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This much. There are two. Elements for the assessment, but they are linked.

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So what do you do in that first piece of assignment? You will then use the later on in the second
piece of your assignment.

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So your assignment, your first piece of work is an individual report.

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And that's an audit, a marketing audit. So it's about analysing and finding data and analysing that
data.

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And it's 70 percent of the overall module.

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The second part of that requires you to offer recommendations based on that initial audits, and that
will be created in the form of a poster.

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And I'll give you much more detail on this, obviously, as we go through the weeks.

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So they said the assessments are linked. So the first one requires that you research the market.

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That you use the materials that covering glass to develop a method for reviewing

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the marketing environment and also to view the client's marketing activities.

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So what are they doing? Well, what are they doing less well? What's their packaging like and what's
their targeting like?

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How is that pricing? So that's all about analysing a situation and trying to get to grips with where the
client or the brand is currently.

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Then the second assignment will ask you to take a step further and offer recommendations for what
that client should do in the future.

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You'll need to base that on your initial analysis and then you'll justify it using the data that you found
in the first stage.

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And the purpose of that second assessment is to show you really how your analysis really links into
all the decisions that we make in marketing.

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Thanks for the assessment, which are definitely worth putting in your diary.

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And I'll give you specific days shortly. So finally, I'd like to run through my expectations.

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If you are also. What you can expect from me.

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So I want you to be engaged, organised and making sure that you keep up to date with what's going
on in your module.

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So you're working through all that material. You're reading your checking.

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Any module announcements on Gateway, your keeping in contact with your e-mail account and any
other way that we have?

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We choose to have some discussions and contact and you make an active contribution to discussion
sessions.

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Nobody would quite know. Expects you to know all the answers and all contributions are valuable.
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You learn as much from your peers, other students in your group as you do from your LATERA.

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It's really important that you participate well in independent learning, so they're reading and
preparing for your assignment.

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Finding those sources and really working independently there to build up that body of knowledge.

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And then finally, look last night for feedback. So feedback is not just what you get at the end of an
assessment.

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You also get feedback on a weekly basis in the seminars.

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So I'll guide you towards better ways of doing things or advising you against a particular course of
action.

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So you can get some immediate formative feedback on your ideas, which you can then use to feed
into your assignment later on.
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In terms of what you can expect from me, obviously, weekly online lectures to introduce you to the
model theory and concepts,

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then seminars which will help you to really apply what you've learnt.

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So those are much more you trying out than the theory that we cover in the lectures.

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And that will help you to develop skills in the subject area, which will be invaluable to you for the
future.

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You can also expect me to provide both individual and group feedback as you progress and develop
your skills,

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but you can also come to me for guidance if you're interested in finding out about any particular
topic on the module.

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So my job really is to guide you through all aspects of the module.