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Module Catalogue

IB2D6-15 Marketing in Practice

Department
Warwick Business School
Level
Undergraduate Level 2
Module leader
Jenny Lloyd
Credit value
15
Module duration
10 weeks
Assessment
Multiple
Study location
University of Warwick main campus, Coventry

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Introductory description

This is an elective module for first year non-WBS students. It can be taken on it's own, or along with other WBS modules as part of the Business and Management pathway. Please speak to your home department for more information.

The module aims to familiarise students with the main tenets of marketing theory, and practice, through an applied and discursive approach.

Module aims

The module aims to familiarise students with the main tenets of marketing theory, and practice, through an applied and discursive approach.

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

  • Introduction to Marketing
  • Marketing Strategy and planning
  • The Marketing Environment
  • Consumer Behaviour
  • Segmentation, targeting and competitive positioning
  • Products and Services
  • Pricing and Channels
  • Integrated Marketing Communications
  • Marketing and Sustainability
  • The future of Marketing

Learning outcomes

By the end of the module, students should be able to:

  • Critique and reference important marketing concepts and frameworks.
  • Apply important marketing concepts and frameworks to marketing problems.
  • Analyse case study data, using important marketing concepts and frameworks.
  • Develop and formulate recommended responses, activities and actions to marketing problems.
  • Justify and recommend managerial responses, activities and actions to marketing problems.

Indicative reading list

Marketing Management, KOTLER, P. T., KELLER, K. L., GOODMAN, M., BRADY, M., & HANSEN, T. (2019). Harlow, United Kingdom, Pearson Education Limited.
Principles of Marketing, KOTLER, P. T. (2017) Pearson Education Limited
Marketing strategy and competitive positioning, Graham J. Hooley; Brigitte Nicoulaud; John M. Rudd; Nick Lee (2020) Pearson Education Limited.

Subject specific skills

Critique and reference important marketing concepts and frameworks.
Apply important marketing concepts and frameworks to marketing problems
Analyse case study data, using important marketing concepts and frameworks.
Justify and recommend managerial responses, activities and actions to marketing problems.

Transferable skills

Demonstrate analytical, written and oral communication skills;
Demonstrate effective problem solving skills;
Demonstrate an ability to work both with a team and individually to analyse marketing problems, and recommend and justify managerial responses, activities and actions to marketing problems

Study time

Type Required
Lectures 10 sessions of 1 hour (13%)
Seminars 9 sessions of 1 hour (12%)
Online learning (independent) 10 sessions of 1 hour (13%)
Private study 49 hours (63%)
Total 78 hours

Private study description

Independent learning

Costs

No further costs have been identified for this module.

You do not need to pass all assessment components to pass the module.

Assessment group A
Weighting Study time Eligible for self-certification
Individual Assignment 90% 65 hours Yes (extension)
Participation 10% 7 hours No
Assessment group R
Weighting Study time Eligible for self-certification
Individual Assignment 100% Yes (extension)
Feedback on assessment

In class and on my.wbs

Post-requisite modules

If you pass this module, you can take:

  • IB269-15 Consumer Behaviour
  • IB2MC-15 Integrated Marketing Communications
  • IB2B5-15 Marketing Strategy
  • IB2B6-15 Marketing Research
  • IB3L5-15 Developing and Communicating Powerful Brands
Anti-requisite modules

If you take this module, you cannot also take:

  • IB148-15 Principles of Marketing
  • IB152-15 Foundations of Marketing

Courses

This module is Core optional for:

  • Year 2 of UPXA-F3N2 Undergraduate Physics with Business Studies

This module is Optional for:

  • Year 2 of UECA-3 Undergraduate Economics 3 Year Variants
  • Year 2 of UECA-LM1D Undergraduate Economics, Politics and International Studies

This module is Unusual option for:

  • UPHA-L1CA Undergraduate Economics, Psychology and Philosophy
    • Year 2 of L1CA Economics, Psychology and Philosophy
    • Year 3 of L1CA Economics, Psychology and Philosophy

This module is Option list A for:

  • Year 3 of UESA-HN15 BEng Engineering Business Management
  • Year 4 of UESA-HN13 BEng Engineering Business Management with Intercalated Year

This module is Option list B for:

  • Year 3 of USTA-Y602 Undergraduate Mathematics,Operational Research,Statistics and Economics