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Module Catalogue

FP050-15 Marketing

Department
Warwick Foundation Studies
Level
Foundation
Module leader
Anna Tranter
Credit value
15
Assessment
100% coursework
Study location
University of Warwick main campus, Coventry

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Introductory description

FP-7859 Marketing

Module web page

Module aims
  1. To introduce students to the fundamental aspects of the academic discipline of marketing.
  2. To understand the role of marketing within a business context.
  3. To explore and appraise the role of the marketing mix and be able to apply the theory to businesses, and be able to justify the most appropriate marketing strategy in a given situation.
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
    a) What is marketing?
    b) The purpose of marketing
    c) Different types of marketing

  2. Market Research
    a) Uses of market research
    b) Methods used in business

  3. The marketing mix
    a) Product including product life cycle and branding.
    b) Price including influences on pricing and different pricing strategies.
    c) Promotion including above the line promotion and below the line promotion.
    d) Place including distribution channels.

  4. The development of marketing plans
    a) Ansoff's matrix
    b) Marketing segmentation

Learning outcomes

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

  • Explain the role of marketing and market segmentation
  • Interpret and analyse different types of marketing data
  • Apply the theory of product life cycle and understand its relevance to businesses
  • Design a marketing plan based on the application and evaluation of marketing theories
  • Evaluate the impact of marketing data and determine the relevance to businesses
Indicative reading list

To complete

View reading list on Talis Aspire

Research element

Market research methods covered.

Interdisciplinary

IRS - market research

International

Aspects of international marketing are covered on the module.

Subject specific skills

To understand what is meant by marketing and be able to apply the principles of market research and the marketing mix to a business situation.

Transferable skills

Analytical and evaluation skills.
Report writing.

Study time

Type Required
Lectures 12 sessions of (0%)
Seminars 36 sessions of 1 hour (47%)
Online learning (independent) 10 sessions of 1 hour (13%)
Other activity 30 hours (39%)
Total 76 hours
Private study description

Preparation for seminars, reading.

Other activity description

Preparation for lectures
Research for summatives

Costs

No further costs have been identified for this module.

You must pass all assessment components to pass the module.

Assessment group A1
Weighting Study time
Marketing Analysis 40% 12 hours

Marketing analysis - Macro and micro environment using market research methods
Marketing Plan 60% 18 hours

Development of a marketing plan linking to the marketing analysis
Feedback on assessment

Written feedback on tabula

Courses

This module is Core for:

  • Year 1 of FIOE Warwick International Foundation Programme