IB152-15 Foundations of Marketing
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 (13%) |
Seminars | 9 sessions of 1 hour (12%) |
Online learning (independent) | 10 sessions of 1 hour (13%) |
Private study | 49 hours (63%) |
Total | 78 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
Post-requisite modules
If you pass this module, you can take:
- IB269-15 Consumer Behaviour
- IB2MC-15 Integrated Marketing Communications
- IB2B5-15 Marketing Strategy
- IB2B6-15 Marketing Research
- IB3L5-15 Developing and Communicating Powerful Brands
Anti-requisite modules
If you take this module, you cannot also take:
- IB148-15 Principles of Marketing
- IB2D6-15 Marketing in Practice
- IB2C5-15 Foundations of Marketing
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 L100 Economics
- Year 1 of L100 Economics
- Year 1 of L116 Economics and Industrial Organization
- Year 1 of L116 Economics and Industrial Organization
-
UECA-LM1D Undergraduate Economics, Politics and International Studies
- Year 1 of LM1D Economics, Politics and International Studies
- Year 1 of LM1D Economics, Politics and International Studies
This module is Unusual option for:
- Year 1 of UPHA-L1CA Undergraduate Economics, Psychology and Philosophy