FP050-15 Marketing
Introductory description
FP-7859 Marketing
Module aims
- To introduce students to the fundamental aspects of the academic discipline of marketing.
- To understand the role of market research in a business context.
- To explore and appraise the role of the marketing mix and be able to apply the theory to products, and be able to justify the most appropriate method in a given situation.
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
a) What is marketing?
b) The purpose of marketing
c) Different types of marketing -
Market Research
a) Uses of market research
b) Methods used in business -
The marketing mix
a) Product including product life cycle and branding.
b) Price including influences on pricing and different pricing strategies.
c) Promotion including above the line promotion and below the line promotion.
d) Place including distribution channels.
Learning outcomes
By the end of the module, students should be able to:
- Explain the role of marketing and market segmentation
- Understand the role of market research and analyse different types of research data
- Apply the theory of product life cycle and understand its relevance to businesses
- Construct and present arguments based on the application and evaluation of marketing theories
Indicative reading list
To complete
Research element
Market research methods covered.
Interdisciplinary
IRS - market research
International
Aspects of international marketing are covered on the module.
Subject specific skills
To understand what is meant by marketing and be able to apply the principles of market research and the marketing mix to a business situation.
Transferable skills
Analytical and evaluation skills.
Report writing.
Study time
| Type | Required |
|---|---|
| Seminars | 30 sessions of 1 hour (43%) |
| Online learning (independent) | 10 sessions of 1 hour (14%) |
| Other activity | 30 hours (43%) |
| Total | 70 hours |
Private study description
Preparation for seminars, reading.
Other activity description
Preparation for lectures
Research for summatives
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 | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
|||
| Marketing Analysis | 40% | 12 hours | Yes (extension) |
|
Marketing analysis - Macro and micro environment using market research methods |
|||
Reassessment component is the same |
|||
Assessment component |
|||
| Marketing Plan | 60% | 18 hours | Yes (extension) |
|
Development of a marketing plan linking to the marketing analysis |
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Reassessment component is the same |
|||
Feedback on assessment
Written feedback on tabula
Courses
This module is Core for:
- Year 1 of FIOE Warwick International Foundation Programme