Module Identifier MM12510  
Module Title MARKETING PRINCIPLES  
Academic Year 2006/2007  
Co-ordinator Mr Tony McGuinness  
Semester Semester 1  
Other staff Miss Hege Rossa  
Course delivery Lecture   20 hours per student  
  Seminars / Tutorials   4 hours per student  
Assessment
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours  80%
Semester Assessment 1 piece  20%
Supplementary Exam2 Hours  80%
Supplementary Assessment One piece of coursework (previous assessment carries over if marked at 40% or over)20%

Learning outcomes

On successful completion of this module students will:


Aims

This module is the first in a series that deals with the theoretical and methodological core of marketing, and 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.

Brief description

This module introduces students to the language and concepts of marketing theory, and to how they apply in the real world. It provides the foundation of knowledge and comprehension that students need to progress to higher levels of learning: application; analysis; synthesis; and evaluation.

Content

What is marketing?
Strategic marketing planning
Consumer decision-making
Market segmentation and targeting
Positioning
Building customer relationships
Product design and branding
Pricing
Promotion
Place

Reading Lists

Books
** Recommended Text
P Kotler, G Armstrong, J Saunders and V Wong (2005) Principles of Marketing, 4th Europe edition,. Prentice-Hall

Notes

This module is at CQFW Level 4