Module Details

Module Code: MRKT E8001
Full Title: Sales and Marketing
Valid From: Semester 1 - 2009/10 ( September 2009 )
Language of Instruction:English
Duration: 1 Semester
Credits: 5
Module Owner:: Angela Hamouda
Departments: Unknown
Module Description: This module aims to provide students with an in-depth understanding and appreciation of the marketing theory and practice necessary for business development and an ability to apply these concepts in the development of a marketing plan and the development of a sales strategy.
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Recognise and utilise the concepts of marketing and sales and determine how the customer is the focus of all such activities
MLO2 Critically assess the importance of profiling the target market, segmentation and positioning strategies required for business success.
MLO3 Evaluate the role of competitor analysis and identifying competitive advantage
MLO4 Analyse the ongoing role of market research throughout the lifecycle of the business and apply the necessary techniques for identifying customer needs.
MLO5 Critically evaluate the interaction between the elements of the marketing and sales mix for the business offering.
MLO6 Evaluate the rationale for strategic market planning in the overall business context and foster innovative marketing techniques.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Module Indicative Content
Introduction to Marketing
Marketing as a Philosophy and Culture. The Core of Good Marketing Thought and Practice. The Marketing Concept. The Marketing Process. Marketing Orientation.
Market Analysis Techniques
Buying or Selling? What Constitutes a Market? Customers Buy Benefits not Products Getting Closer to your Customers Getting Customers for Life Customer Delivered Value Buyer Behaviour
The Market
What constitutes a Market? Market Segmentation Profiling the Target Market Selecting a Market and Establishing a Position
Competitive Analysis
Analysing Competitors, Identifying Competitive Advantage, Porters Industry Analysis Model
Market Research
Why do Market Research? Role of Market Research, Determining Customers Needs through Market Research, Qualitative versus Quantitative Research, How to do Market Research
Sales Strategy
Selling Benefits not just products, Establishing a Brand
Sales and Marketing Tools
The Fundamentals of Selling Pricing Pricing Techniques Psychological Pricing Distribution Strategy
Market Planning
Market Planning Why Develop a Marketing Plan The Benefits of the Plan Marketing Strategy Options, Writing the Marketing Plan, Strategic Market Planning and building a Competitive Edge
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation


Full Time

Course Work
Assessment Type Project % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing Week 12 Learning Outcome 2,3,4,6
Duration in minutes 0
Assessment Description
Marketing Plan
Assessment Type Presentation % of Total Mark 30
Marks Out Of 0 Pass Mark 0
Timing Week 14 Learning Outcome 2,3,4,6
Duration in minutes 0
Assessment Description
Presentation of Marketing Plan
Assessment Type Other % of Total Mark 20
Marks Out Of 0 Pass Mark 0
Timing Week 5 Learning Outcome 2,3,4,5,6
Duration in minutes 0
Assessment Description
Case Study Workshops
No Project
No Practical
No Final Examination

DKIT reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lectures on Module Content Every Week 2.00 2
Tutorial Contact Tutorials and Case Study Workshops Every Week 1.00 1
Independent Study Non Contact Student to follow course content Every Week 3.00 3
Directed Reading Non Contact Directed Reading assigned to student Every Week 2.00 2
Total Weekly Learner Workload 8.00
Total Weekly Contact Hours 3.00
This module has no Part Time workload.
Module Resources
Recommended Book Resources
  • Armstrong, G.. (2009), Marketing: An Introduction, 9th Edition. Prentice Hall.
  • Blythe, J.. (2008), Essentials of Marketing, Pearson.
  • Gundry, L.. (2007), Entrepreneurship Strategy – Changing Patterns in New Venture Creation, Growth and Reinvention, Thousand Oaks.
  • Jobber, D.. (2006), Foundations of Marketing, McGraw-Hill.
  • Byrne, G. (2004), Winning Marketing Decisions that Grow a Business: how successful entrepreneurs do it, Blackhall Publishing.
  • McDonald, M.. Marketing Plans: how to prepare them, how to use them, 4th Edition. Butterworth-Heinnam.
  • Charles M. Futrell. (2009), The Fundamentals of Selling, Eleventh. McGraw Hill.
Recommended Article/Paper Resources
  • Journal. Harvard Business Review.
  • Journal. Journal of Marketing.
  • Journal of Marketing Communications.
  • Journal of Research in Marketing and Entrepreneurship.
This module does not have any other resources