Marketing Principles for Business
MODULE CODE
CREDIT VALUE
DELIVERY
Module Aims
Aim 1
The module aims to provide a solid introduction to marketing to lead into furthermore specialist modules. It addresses key issues but does not develop on marketing management issues which are beyond the remit of a first module in marketing.
Module Content
Market Segmentation, Targeting and Positioning
*Buyer Behaviour
*Marketing Communication
*Marketing Research and the Marketing Information System
*Product
*Price
*Place
*Promotion
This module is deliberately a very standard marketing principles module because it is franchised to a number of UK and international institutions. It follows a conventional content and sequence similar to the very influential Kotler et al textbook.
The principles are mainly covered through consumer marketing with relatively little business to business marketing.
The module assumes no previous knowledge of marketing though most students will have covered some of the content previously.
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
Each week there will be a one hour lecture and a one hour seminar which will consist of a mix of cases, (written and DVD based) exercises and discussions. The activity based elements will usually be in pairs or small groups.
In addition to the subject specific knowledge human resource management, students will have the opportunity to develop a set of key transferrable skills including effective communication skills, analytical & critical thinking, effective team working and time-management skills and ultimately to contribute to personal development and employability.
Assessment Methods
This module is assessed through an essay and a seen case study analysis.
View The Other Course’s Modules
Compulsory
Optional
