MM12510 - MARKETING PRINCIPLES

Module Identifier	MM12510
Module Title	MARKETING PRINCIPLES
Academic Year	2002/2003
Co-ordinator	Dr Jacqueline S Chimhanzi
Semester	Semester 1
Course delivery	Lecture	16 Hours
	Seminars / Tutorials	4 per student
Assessment	Semester Exam	2 Hours	80%
	Semester Assessment	1 piece	20%

Learning outcomes

On successful completion of this module students will:

have a clear understanding of the key concepts of Marketing, and of how these concepts are related to each other within theoretical frameworks;
have developed skills in the descriptive application of marketing theory - by using it to describe and try to understand the marketing behaviour of consumers and firms
have developed skills in the prescriptive application of marketing theory - by using it to evaluate and make recommendations about the marketing behaviour of consumers and firms

Aims

This module is the first in a series that deals withthe theoretical and methodological core of marketing, with the implications of marketing for management and business organisation in a chnaging environment.
The aim is for students to become confident, motivated and capable of developing their personal understanding and skills in the theory and practice of Marketing.

Reading Lists

Books
P Kotler, G Armstrong, J Saunders and V Wong. (1999) Principles of Marketing. 2nd Europe edition, Prentice-Hall