Introductory description

This module provides a broad introduction to the marketing concept and the role of marketing in the organisation. It is intended as a basic foundation module to orientate Warwick MBA students with respect to the marketing remit and core concepts.

Module web page

Module aims

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.

Marketing in the 21st Century.
The marketing environment.
Consumer and business-to-business buying behaviour.
Marketing research in the contemporary environment.
Understanding customer relationships.
Segmentation and targeting.
Differentiation, positioning and creating competitive advantage.
The marketing mix.

Learning outcomes

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

• Demonstrate a broad knowledge and understanding of marketing within the firm, the external context in which marketing operates and how marketing activities are managed.
• Use information and knowledge effectively: scanning and organising information and/or data, synthesising and analysing in order to abstract meaning from information and to share knowledge.
• Demonstrate strengths in analysing, synthesising and solving complex unstructured business problems.
• Demonstrate creativity, critical evaluation and decision-making skills.

Indicative reading list

Core text:
Jobber, David, Ellis-Chadwick, F (2016). Principles and Practice of Marketing. (8th Edition) McGraw-Hill.
Recommended:
Hooley, G.; Piercy, N.F. Nicoulaud, B. and Rudd, J.M. (2017) 6th Ed. Marketing Strategy and Competitive Positioning, Pearson.

Subject specific skills

Demonstrate knowledge and understanding of the role of marketing, marketing activities, marketing strategies, customer expectations, service and customer orientation.

Transferable skills

Written communication skills.
Working with others.
Problem solving.
Demonstrate high personal effectiveness: critical self-awareness, self-reflection and self-management; time management; sensitivity to diversity in people and different situations and the ability to continue to learn through reflection on practice and experience.