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IB152-15 Foundations of Marketing

Department
Warwick Business School
Level
Undergraduate Level 1
Module leader
Jenny Lloyd
Credit value
15
Module duration
10 weeks
Assessment
Multiple
Study location
University of Warwick main campus, Coventry
Introductory description

This is an elective module for first year non-WBS students. It can be taken on it's own, or along with other WBS modules as part of the Business and Management pathway. Please speak to your home department for more information.

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

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.

  • Introduction to Marketing
  • Marketing Strategy and planning
  • The Marketing Environment
  • Consumer Behaviour
  • Segmentation, targeting and competitive positioning
  • Products and Services
  • Pricing and Channels
  • Integrated Marketing Communications
  • Marketing and Sustainability
  • The future of Marketing
Learning outcomes

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

  • Demonstrate an understanding of key marketing models, concepts and frameworks
  • Apply important marketing concepts and frameworks to marketing problems.
  • Justify the relevance of 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 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

Explain the relevance of marketing concepts and frameworks within a given context.
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 1 hour (7%)
Seminars 9 sessions of 1 hour (6%)
Online learning (independent) 10 sessions of 1 hour (7%)
Private study 49 hours (33%)
Assessment 72 hours (48%)
Total 150 hours
Private study description

Independent learning

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% 7 hours
Assessment group R
Weighting Study time
Individual Assignment 100%
Feedback on assessment

In class and on my.wbs

Courses

This module is Core optional for:

  • Year 1 of UGEA-RN21 Undergraduate German and Business Studies

This module is Optional for:

  • UECA-3 Undergraduate Economics 3 Year Variants
    • Year 1 of L100 Economics
    • Year 1 of L116 Economics and Industrial Organization
  • Year 1 of UECA-LM1D Undergraduate Economics, Politics and International Studies