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Module Catalogue

IB2C5-12 Foundations of Marketing

Department
Warwick Business School
Level
Undergraduate Level 2
Module leader
John Rudd
Credit value
12
Module duration
10 weeks
Assessment
Multiple
Study location
University of Warwick main campus, Coventry

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Introductory description

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

Module web page

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.

  1. Introduction to Marketing
  2. Marketing Strategy and planning
  3. The Marketing Environment
  4. Buyer Behaviour
  5. Segmentation, targeting and competitive positioning
  6. Products and Services
  7. Pricing and Channels
  8. Integrated Marketing Communications
  9. Marketing and Sustainability
  10. 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

Indicative reading list

Achrol, R.S. and Kotler, P. (2012) 'Frontiers of the marketing paradigm in the third millennium' Journal of the Academy of Marketing Science, 40, 1, pp. 35-52
Levitt, T. (1960) 'Marketing myopia' Harvard Business Review, July-August, pp. 45-56
Day, G.S. and Schoemaker, P.J. (2005) 'Scanning the periphery' Harvard Business Review, S83, 11, pp. 135-48
Magids, S.; Zorfas, A. and Leemon, D. (2015) 'The new science of customer emotions' Harvard Business Review, 76, pp. 66-74
Yankelovich, D. and Meer, D. (2006) 'Rediscovering market segmentation' Harvard Business Review, 84, 2, p. 122
Dixon, M.; Freeman, K. and Toman, N. (2010) 'Stop trying to delight your customers' Harvard Business Review, 88, 7/8, pp. 116-22
Rust, R.T. and Oliver, R.L. (2000) 'Should we delight the customer?' Journal of the Academy of Marketing Science, 28, 1, pp. 86-94
Bertini, M. and Koenigsberg, O. (2014) 'When customers help set prices' MIT Sloan Management Review, 55, 4, p. 57
John, L.K.; Mochon, D.A.; Emrich, O.L. and Schwartz, J.A. (2017) 'What's the value of a like' Harvard Business Review, 95, 2, pp. 108-15

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 2 hours (17%)
Seminars 9 sessions of 1 hour (8%)
Private study 37 hours (31%)
Assessment 54 hours (45%)
Total 120 hours

Private study description

preparation for lectures/seminars

Costs

No further costs have been identified for this module.

You must pass all assessment components to pass the module.

Assessment group B
Weighting Study time Eligible for self-certification
Assessment component
Online Examination 100% 54 hours No

Exam

  • Online examination: No Answerbook required
Reassessment component is the same
Assessment group B1
Weighting Study time Eligible for self-certification
Assessment component
Online Examination 100% 54 hours No
  • Online examination: No Answerbook required
Reassessment component is the same
Assessment group B2
Weighting Study time Eligible for self-certification
Assessment component
Online Examination 100% 54 hours No
  • Online examination: No Answerbook required
Reassessment component is the same
Feedback on assessment

Via my.wbs

Past exam papers for IB2C5

Anti-requisite modules

If you take this module, you cannot also take:

  • IB117-15 Principles of Marketing and Strategy

Courses

This module is Core for:

  • Year 2 of UIBA-N1R1 Undergraduate International Business with French
  • Year 2 of UIBA-N1R2 Undergraduate International Business with German
  • Year 2 of UIBA-N1R3 Undergraduate International Business with Italian
  • Year 2 of UIBA-N1R4 Undergraduate International Business with Spanish

This module is Optional for:

  • Year 3 of UIBA-NN35 Undergraduate Accounting and Finance
  • UIBA-N4N7 Undergraduate Accounting and Finance (with Foundation Year and Intercalated Year/Undergraduate Partnership Programme)
    • Year 5 of N4N7 Accounting and Finance (Foundation Year and Intercalated)
    • Year 5 of N4N8 Accounting and Finance (Foundation Year and UPP)
  • Year 4 of UIBA-N4N4 Undergraduate Accounting and Finance (with Foundation Year)
  • UIBA-NN36 Undergraduate Accounting and Finance (with Intercalated Year/Undergraduate Partnership Programme)
    • Year 4 of NN36 Accounting and Finance (Intercalated)
    • Year 4 of NN37 Accounting and Finance (Undergraduate Partnership Programme)