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IB2C5-15 Foundations of Marketing

Department
Warwick Business School
Level
Undergraduate Level 3
Module leader
Jenny Lloyd
Credit value
15
Module duration
10 weeks
Assessment
Multiple
Study location
University of Warwick main campus, Coventry
Introductory description

This elective module is available to both WBS and non-WBS students.
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:

  • 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
  • Critique and reference important marketing concepts and frameworks.
  • Apply important marketing concepts and frameworks 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 2 hours (13%)
Seminars 9 sessions of 1 hour (6%)
Private study 48 hours (32%)
Assessment 73 hours (49%)
Total 150 hours
Private study description

preparation for lectures/seminars

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
Individual Assignment 90% 65 hours
Participation 10% 8 hours
Assessment group R
Weighting Study time
Individual Assignment 100%
Feedback on assessment

Via my.wbs

Post-requisite modules

If you pass this module, you can take:

  • IB3L5-15 Developing and Communicating Powerful Brands
  • IB3L7-15 Global Issues in Marketing
  • IB3M5-15 Advanced Analysis for Marketing Decisions
  • IB3L1-15 Customer Experience
Anti-requisite modules

If you take this module, you cannot also take:

  • IB117-15 Principles of Marketing and Strategy
  • IB148-15 Principles of Marketing

Courses

This module is Core optional for:

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

This module is Optional for:

  • UECA-3 Undergraduate Economics 3 Year Variants
    • Year 2 of L100 Economics
    • Year 2 of L100 Economics
    • Year 2 of L100 Economics
  • UECA-LM1D Undergraduate Economics, Politics and International Studies
    • Year 2 of LM1D Economics, Politics and International Studies
    • Year 2 of LM1D Economics, Politics and International Studies
  • USTA-G300 Undergraduate Master of Mathematics,Operational Research,Statistics and Economics
    • Year 3 of G300 Mathematics, Operational Research, Statistics and Economics
    • Year 4 of G300 Mathematics, Operational Research, Statistics and Economics

This module is Option list A for:

  • Year 3 of UESA-HN15 BEng Engineering Business Management

This module is Option list B for:

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