Introductory description

This module provides a broad introduction to the marketing concept and the role of marketing in the organisation. It is intended as a basic foundation module to orientate Warwick MBA students with respect to the core concepts and frameworks of marketing that help senior leaders in organisations maintain a focus on their customers in a changing context.

Module web page

Module aims

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.

• Defining the role of marketing, including notions of purpose
• Auditing the marketing environment to identify potential opportunities and threats
• Understanding consumer and business-to-business buying behaviour
• Segmentation, targeting, positioning and differentiation
• Creating and managing brands and products (including goods, services and experiences)
• Designing and implementing the marketing mix, including communication and delivery via digital channels
• Current and future trends in marketing

Learning outcomes

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

• Demonstrate a comprehensive knowledge and understanding of marketing and how marketing activities are managed within the firm and the external context in which the organisation operates
• Demonstrate a comprehensive understanding of the role and contribution of marketing in helping organisations create and deliver customer value.
• Critically apply the tools of marketing to help the organisation identify issues of potential ethical concern and address issues of sustainability and social responsibility
• Demonstrate analytical skills and creativity in processing and synthesising appropriate information sources that guide marketing decisions

Indicative reading list

Core texts:

Kotler, P. Keller, K.L. and Chernev, A. (2022), Marketing Management (16th Global Edition), Pearson.

Chaffey, D.; Ellis-Chadwick, F. (2019), Digital Marketing, 7th Edition, Pearson.

Jobber, David, Ellis-Chadwick, F (2020). Principles and Practice of Marketing. (9th Edition) McGraw-Hill

Palmatier, R. W., & Sridhar, S. (2020). Marketing strategy: Based on first principles and data analytics. Bloomsbury Publishing.

Hooley, G. Nicoulaud, B., Rudd, J. M., & Lee, N., (2020) Marketing Strategy and Competitive Positioning, (7th Edition), London: FT/Prentice Hall

Research element

Research and information gathering to describe business contexts and situations.

Subject specific skills

Assess and evaluate the implications of scarce marketing resources on strategic marketing practice and recognise the importance of a range of stakeholders in the marketing process

Effectively evaluate and apply marketing insights, to develop and implement strategic marketing plans, including identification of target market segments and understanding of their needs and expectations

Effectively evaluate and understand how marketing mix elements contribute to implementation of marketing strategy and the achievement of marketing objectives.

Research and information gather to describe business contexts and situations.

Transferable skills

Written and oral communication and presentation skills

Working with others

Problem solving

Demonstrate high personal effectiveness: critical self- awareness, self-reflection and self-management; time management; sensitivity to diversity in people and different situations and the ability to continue to learn through reflection on practice and experience.