Announcements

Academy Documents

Please access the Students' Policies & Forms through this link. The following documents are all available at the link - Student Handbook, Student Code of Conduct,  Students' Privacy Notice, Deferral, Suspension, and Cancellation Policy, Assignment Extension Policy, Re-Sit Policy, Complaints Procedure Policy, Equality Policy, and Student Disciplinary Policy.

Sessions' Venue

All sessions will be held at 21 Academy's Training Centre in Naxxar

21 Business Centre, No. 20., Triq in-Nutar Debono, Naxxar NXR 2525

Monday sessions: 09:30 - 12:30hrs (compulsory signature)

Wednesday sessions: 17:30 - 20:30hrs

Saturday sessions: 09:00hrs - 17:00hrs

Lecture Schedule & Notes

Lecture notes will be available during the week following the respective lecture. Schedule dates are indicative and may change. All changes, if any, may be communicated via email, SMS or telephone calls.

LectureDateTimePresentationNotes (If Any)
Lecture 0117 February 202409:00 to 17:00hrsPresentation 01
Lecture 0221 February 202417:30 to 20:30hrsPresentation 02
Lecture 0324 February 202409:00 to 17:00hrsPresentation 03
Lecture 0428 February 202417:30 to 20:30hrsPresentation 04
Lecture 0502 March 202409:00 to 17:00hrsPresentation 05
Lecture 0606 March 202417:30 to 20:30hrsPresentation 06
Lecture 0709 March 202409:00 to 17:00hrsPresentation 07
Tutorial 01 + Self-Assessment13 March 202417:30 to 20:30hrs
Tutorial 0221 March 202409:00 to 12:00hrs
Group Presentations23 March 202409:00 to 12:00hrs

Lecturer/s  

Ms Aysel Schembri

Lecture Summaries & Suggested Reading 

Lecture 1 - Introduction to Marketing

  • Self Assessment sitting 1

This introductory session will allow the lecturer and students to familiarise themselves with the course content, understand the basics of Marketing & Research.

Following this session students will learn:

  • General overview about Marketing today
  • Main characteristics of Marketing and its processes
  • To compare different marketing management orientations.
  • Marketing Research methods

Core Reading List

Supplementary Reading List

  • Godin, S., (2018). This Is Marketing. Portfolio Penguin.
  • Dib, A., 2018. The 1-Page Marketing Plan. Pgw.
  • Miller, D., (2017). Building A Storybrand. New York]: Harper Collins Leadership, an imprint of HarperCollins.
  • Saunders, M.N.K., Lewis, P., and Thornhill, A., (2019). Research methods for business students. 8th ed. Pearson

 

Lecture 2 - Marketing Principles and Marketing Theories

Following this session students will be learning:

  • Understand marketing principles.
  • Different marketing tools and models to evaluate the market.

Core Reading List

Supplementary Reading List

  • Godin, S., (2018). This Is Marketing. Portfolio Penguin.
  • Dib, A., 2018. The 1-Page Marketing Plan. Pgw.
  • Miller, D., (2017). Building A Storybrand. New York]: Harper Collins Leadership, an imprint of HarperCollins.
  • Saunders, M.N.K., Lewis, P., and Thornhill, A., (2019). Research methods for business students. 8th ed. Pearson

 

Lecture 3 - Customer Relationships Management (CRM) and Marketing Planning

Following this session students will learn to:

  • Customer Relationship Management (CRM)
  • How to build long-term relationships with customers and about customer loyalty
  • Marketing planning processes that focus on delivering value to customers.

Core Reading List

Supplementary Reading List

  • Godin, S., (2018). This Is Marketing. Portfolio Penguin.
  • Dib, A., 2018. The 1-Page Marketing Plan. Pgw.
  • Miller, D., (2017). Building A Storybrand. New York]: Harper Collins Leadership, an imprint of HarperCollins.
  • Saunders, M.N.K., Lewis, P., and Thornhill, A., (2019). Research methods for business students. 8th ed. Pearson

 

Lecture 4 - Marketing Communications and Distribution Channels

Following this session students will learn to:

  • Different Marketing Communication channels
  • Analyse marketing factors that affect to build effective strategies for global markets.
  • Evaluate the different marketing intermediaries and channels of distribution.
  • Be aware of distribution strategy development and pricing related processes.

Core Reading List

Supplementary Reading List

  • Godin, S., (2018). This Is Marketing. Portfolio Penguin.
  • Dib, A., 2018. The 1-Page Marketing Plan. Pgw.
  • Miller, D., (2017). Building A Storybrand. New York]: Harper Collins Leadership, an imprint of HarperCollins.
  • Saunders, M.N.K., Lewis, P., and Thornhill, A., (2019). Research methods for business students. 8th ed. Pearson

 

Lecture 5 - Marketing Mix analyses for entering global market

Following this session students will learn to:

  • A process of applying the components of the marketing mix.
  • Foreign market analyses and identify the changing business environment
  • Critical factors in asessing new market opportunities
  • Different modes of entry to global market.
  • Risks related to market pricing policy

Core Reading List

Supplementary Reading List

  • Godin, S., (2018). This Is Marketing. Portfolio Penguin.
  • Dib, A., 2018. The 1-Page Marketing Plan. Pgw.
  • Miller, D., (2017). Building A Storybrand. New York]: Harper Collins Leadership, an imprint of HarperCollins.
  • Saunders, M.N.K., Lewis, P., and Thornhill, A., (2019). Research methods for business students. 8th ed. Pearson

 

Lecture 6 - Digital Marketing Strategy

Following this session students will learn to:

  • Understanding digital marketing activities
  • Digital marketing strategy and use of digital tools
  • The use of virtual channels to market products and services
  • Using digital marketing to reach consumers.
  • Why is optimising customer touchpoints online beneficial for businesses

Core Reading List

Supplementary Reading List

  • Godin, S., (2018). This Is Marketing. Portfolio Penguin.
  • Dib, A., 2018. The 1-Page Marketing Plan. Pgw.
  • Miller, D., (2017). Building A Storybrand. New York]: Harper Collins Leadership, an imprint of HarperCollins.
  • Saunders, M.N.K., Lewis, P., and Thornhill, A., (2019). Research methods for business students. 8th ed. Pearson

 

Lecture 7 - Product Life Cycle and Marketing Strategies

Following this session students will learn:

  • Research methods used to analyse and segment consumer behaviours in different markets.
  • Product life cycle and product life cycle stages.
  • Product planning, product design and product development as part of product life cycle.
  • Product management related issues.
  • Factors affecting brand strategy and decision making.

Core Reading List

Supplementary Reading List

  • Godin, S., (2018). This Is Marketing. Portfolio Penguin.
  • Dib, A., 2018. The 1-Page Marketing Plan. Pgw.
  • Miller, D., (2017). Building A Storybrand. New York]: Harper Collins Leadership, an imprint of HarperCollins.
  • Saunders, M.N.K., Lewis, P., and Thornhill, A., (2019). Research methods for business students. 8th ed. Pearson

 

Lecture 8 - Tutorial Session 01

  • Self Assessment sitting 2

During this session students will:

  • Go through and discuss the correct answers of the Self-Assessment
  • Refresher session and discussion of learnt material.

Core Reading List

  • Induction Session 03 slides
  • All of the 1 to 7 sessions slides

 

Lecture 9 -  Tutorial Session 02

During this session students will:

  • Discuss the contents of the presentation being prepared for the Group Presentation
  • Discuss the Assignments being drafted as part of the assessment method

Core Reading List

  • Induction Session 03 slides
  • All of the 1 to 7 sessions slides

 

Lecture 10 - Assessments

During this session students will:

  • Receive the scored self-assessment
  • Deliver the group presentations and answer to questions from both students and tutor
  • Go through the last assignment issues, if any.

 

Methods of Assessment

Self Assessment 15% of final score - Students will be expected to sit for a multiple choice test during the module's first lecture on 17 February 2024. Students will be handed out with the test sheet and their answers during the session 8 on the 13 March 2024 and will be asked to correct their own submission.

Group Presentation 20% of final score

Reflective Notes 10% of final score

1 Assignment 55% of final score

Assignment

You have to choose 1 out of the 3 questions which are available in the Assignment Submission form below. Assignment should be submitted by not later than Thursday 28 March 2024. The assignment has to be submitted together with the Assignment Submission Form through 21 Academy's plagiarism software Turnitin. Please indicate the questions which you have addressed in the Assignment Submission form and upload assignments in pdf format. Do not scan assignment but convert/save it directly to pdf. We ask you to keep the similarity percentage very low and definitely below 20%. You should  review and rephrase any assignments which show more than 20% similarity. Any assignments submitted with more than 20% similarity may not be scored and will be considered failed if found to be plagiarised.

Assignment Submission Form

If you need information on how to plan, draft and submit your assignment follow the 21 Academy presentation on Writing and Submitting your Assignment.

We are also making the 21 Academy's Assignments Rubric available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them to allocate scoring while it allows students to understand what is required in the assignment and how it will be graded. The Harvard Referencing Style should be used.

Group Presentation

You will be asked to design and deliver a group presentation about a business you plan to create together. This will be the same group you worked together with in-class. The presentation should be  delivered in 20 minutes and each member of the group should deliver part of the presentation . The presentation will be delivered on Saturday 23 March 2024 between 09.00 and 12.00hrs.

This Presentation Rubric is being made available for your guidance. This is a performance-based assessment tool. Tutors will use the rubric to assist them to allocate scoring while it allows students to understand what is required in the presentation and how your presentation will be graded.

The presentation should be submitted in pdf format together with the Presentation Submission Form through Turnitin by not later than Friday 22 March at 23.59hrs. Do not scan the presentation but convert/save it directly to pdf.

Note that the submitted presentations will be scanned for plagiarism.

Reflective Notes

Each student should submit Reflective Notes about their experience during the preparatory phase of the Group Presentation. From here you can download 21 Academy's Reflective Notes template in Word Format or pdf format. The Reflective Notes have to be submitted to the academy through turnitin by not later than Friday 22 March at 23.59hrs.

If you need information on how to write and keep your reflective notes for your involvement in the group work to prepare the presentation please refer to the Induction Presentation 03.