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Academy Documents
Kindly access the Students' Policies & Forms by clicking on the button below. The following documents, among others, can be found there: 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
All sessions will be held in Class 02 - INNOVATE
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.
| Lecture | Date | Time | Presentation | Notes (If Any) |
|---|---|---|---|---|
| Lecture 01 | 05 April 2025 | 09:00 to 17:00hrs | Presentation 01 | |
| Lecture 02 | 09 April 2025 | 17:30 to 20:30hrs | Presentation 02 | |
| Lecture 03 | 12 April 2025 | 09:00 to 17:00hrs | Presentation 03 | |
| Lecture 04 | 26 April 2025 | 09:00 to 17:00hrs | Presentation 04 | |
| Lecture 05 | 30 April 2025 | 17:30 to 20:30hrs | Presentation 05 | |
| Lecture 06 | 03 May 2025 | 09:00 to 17:00hrs | Presentation 06 | |
| Lecture 07 | 07 May 2025 | 17:30 to 20:30hrs | ||
| Tutorial 01 | 10 May 2025 | 09:00 to 12:00hrs | ||
| Tutorial 02 | 14 May 2025 | 17:30 to 20:30hrs | ||
| Presentation | 17 May 2025 | 09:00 to 12:00hrs |
Lecturer/s
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
- Deiss, R., & Henneberry, R. (2020). Digital marketing for dummies. John Wiley & Sons.
- Blythe, J. and Martin, J., (2019). Essentials Of Marketing. Pearson Education.
- Chernev, A. and Kotler, P., (2018). Strategic Marketing Management. 9th ed. Cerebellum Press.
- Bryman, A., and Bell, E., (2018). Business Research Methods. 5th ed. OUP Oxford.
- Damian, R., (2014). Understanding Digital Marketing. 3rd ed.
- Kingsnorth, S., (2016). Digital Marketing strategy.
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
- Deiss, R., & Henneberry, R. (2020). Digital marketing for dummies. John Wiley & Sons.
- Blythe, J. and Martin, J., (2019). Essentials Of Marketing. Pearson Education.
- Chernev, A. and Kotler, P., (2018). Strategic Marketing Management. 9th ed. Cerebellum Press.
- Bryman, A., and Bell, E., (2018). Business Research Methods. 5th ed. OUP Oxford.
- Damian, R., (2014). Understanding Digital Marketing. 3rd ed.
- Kingsnorth, S., (2016). Digital Marketing strategy.
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
- Blythe, J. and Martin, J., (2019). Essentials Of Marketing. Pearson Education.
- Chernev, A. and Kotler, P., (2018). Strategic Marketing Management. 9th ed. Cerebellum Press.
- Bryman, A., and Bell, E., (2018). Business Research Methods. 5th ed. OUP Oxford
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
- Blythe, J. and Martin, J., (2019). Essentials Of Marketing. Pearson Education.
- Chernev, A. and Kotler, P., (2018). Strategic Marketing Management. 9th ed. Cerebellum Press.
- Bryman, A., and Bell, E., (2018). Business Research Methods. 5th ed. OUP Oxford.
- Damian, R., (2014). Understanding Digital Marketing. 3rd ed.
- Kingsnorth, S., (2016). Digital Marketing strategy.
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
- Blythe, J. and Martin, J., (2019). Essentials Of Marketing. Pearson Education.
- Chernev, A. and Kotler, P., (2018). Strategic Marketing Management. 9th ed. Cerebellum Press.
- Bryman, A., and Bell, E., (2018). Business Research Methods. 5th ed. OUP Oxford.
- Damian, R., (2014). Understanding Digital Marketing. 3rd ed.
- Kingsnorth, S., (2016). Digital Marketing strategy.
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
- Blythe, J. and Martin, J., (2019). Essentials Of Marketing. Pearson Education.
- Chernev, A. and Kotler, P., (2018). Strategic Marketing Management. 9th ed. Cerebellum Press.
- Bryman, A., and Bell, E., (2018). Business Research Methods. 5th ed. OUP Oxford.
- Damian, R., (2014). Understanding Digital Marketing. 3rd ed.
- Kingsnorth, S., (2016). Digital Marketing strategy.
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
- Deiss, R., & Henneberry, R. (2020). Digital marketing for dummies. John Wiley & Sons
- Blythe, J. and Martin, J., (2019). Essentials Of Marketing. Pearson Education.
- Chernev, A. and Kotler, P., (2018). Strategic Marketing Management. 9th ed. Cerebellum Press.
- Bryman, A., and Bell, E., (2018). Business Research Methods. 5th ed. OUP Oxford.
- Damian, R., (2014). Understanding Digital Marketing. 3rd ed.
- Kingsnorth, S., (2016). Digital Marketing strategy.
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 05 April 2025. Students will be handed out with the test sheet and their answers during the session 8 on the 10 May 2025 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 are required to choose one of the three questions available in the Assignment Submission Form made available by clicking the button below. The assignment must be submitted no later than Thursday, 22 May 2025 at 23:59 hrs., along with the Assignment Submission Form. Please ensure that you indicate the question you have addressed on the Assignment Submission Form.
For guidance on how to plan, draft, and submit your assignment, please refer to the 21 Academy presentation on Writing and Submitting Your Assignment by clicking the button below.
Writing and Submitting Your Assignment
We are also providing the 21 Academy's Assignments Rubric for your reference. This rubric is a performance-based assessment tool that tutors will use for grading, and it will help you understand the requirements of the assignment and how it will be assessed.
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 17 May 2025 between 09.00 and 12.00hrs.
A Presentation Rubric is being made available for your guidance below. 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.
Your presentation should be also be submitted in pdf format on Turnitin by not later than 24 hours before it is being delivered. 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
In any case, the document has to be submitted to the academy through Turnitin no later than the day before the presentation is meant to be delivered in class. The Reflective Notes have to be submitted to the academy through Turnitin by not later than Friday 16 May, 2025 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.