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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 Eligible for self-certification
Individual Assignment 90% 65 hours Yes (extension)
Participation 10% 8 hours No
Assessment group R
Weighting Study time Eligible for self-certification
Individual Assignment 100% Yes (extension)
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
  • IB3L1-15 Customer Experience
  • IB3M5-15 Advanced Analysis for Marketing Decisions
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 for:

  • Year 2 of UIBA-N1RA Undergraduate International Business with French
  • Year 2 of UIBA-N1RB Undergraduate International Business with German
  • Year 2 of UIBA-N1RC Undergraduate International Business with Italian
  • Year 2 of UIBA-N1RD Undergraduate International Business with Spanish

This module is Optional for:

  • Year 3 of UIBA-N400 Undergraduate Accounting and Finance
  • Year 4 of UIBA-N403 Undergraduate Accounting and Finance (with Foundation Year)
  • UIBA-N401 Undergraduate Accounting and Finance (with Placement Year/Undergraduate Partnership Programme)
    • Year 4 of N401 Accounting and Finance (Placement)
    • Year 4 of N402 Accounting and Finance (Undergraduate Partnership Programme)
  • Year 3 of UCSA-I1N1 Undergraduate Computer Science with Business Studies
  • Year 4 of UCSA-I1NA Undergraduate Computer Science with Business Studies (with Intercalated Year)
  • Year 3 of UIOA-EEU Undergraduate EU Exchange
  • UIOA-ESO Undergraduate European Exchange
    • Year 1 of UESO Undergraduate European Exchange
    • Year 1 of UESO Undergraduate European Exchange
  • Year 2 of UGEA-RN21 Undergraduate German and Business Studies
  • Year 2 of UIPA-L8N1 Undergraduate Global Sustainable Development and Business
  • Year 2 of UIPA-L8N2 Undergraduate Global Sustainable Development and Business Studies (with Intercalated Year)
  • Year 3 of UMAA-G1N4 Undergraduate Mathematics with Business Studies
  • Year 4 of UMAA-G1N5 Undergraduate Mathematics with Business Studies (with Intercalated Year)
  • UIOA-EOS Undergraduate Overseas Exchange
    • Year 1 of UEOS Undergraduate Overseas Exchange
    • Year 1 of UEOS Undergraduate Overseas Exchange
  • Year 4 of UPXA-F3ND Undergraduate Physics and Business Studies (with Intercalated Year)
  • Year 3 of UPXA-F3N2 Undergraduate Physics with Business Studies
  • Year 2 of UIOA-EUS Undergraduate USA Exchange