Introductory description

This is an elective module designed specifically for non-WBS students. To find detailed availability and to apply for this module, log in to my.wbs.ac.uk using your normal IT login details and apply via the my.wbs module application system. Once you’ve secured a place on my.wbs you should apply via your home department’s usual process, which usually takes place via eVision. Note that you do not require the module leader’s permission to study a WBS module, so please do not contact them to request it.
The module aims to familiarise students with the main tenets of marketing theory, and practice, through an applied and discursive approach.

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.

• 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:

• 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.
• 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

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