BSC N200 Business Management,
BSC N201 Business Management (Including Foundation Year),
BSC N202 Business Management (Including Year Abroad),
BSC N204 Business Management (Including Placement Year),
BA NR19 Business Management and Modern Languages,
BA N1R9 Business Management with a Modern Language,
BA T7N2 Latin American Studies with Business Management,
BA T7N4 Latin American studies with Business Management (Including Foundation Year),
BSC N2N5 Marketing Management (Including Foundation Year),
BSC NN25 Marketing Management,
BSC NN2M Marketing Management (Including Placement Year),
BSC NNF5 Marketing Management (Including Year Abroad),
LLB MN00 Law with Business,
LLB MN01 Law with Business (Including Year Abroad),
LLB MN02 Law with Business (Including Placement Year),
LLB MN03 Law with Business (Including Foundation Year),
BA N19R Business Management and Language Studies,
BA LN10 Business Economics,
BA LN11 Business Economics (Including Year Abroad),
BA LN12 Business Economics (Including Placement Year),
BA LX10 Business Economics (Including Foundation Year),
BA VV20 Philosophy with Business Management,
BA VV21 Philosophy with Business Management (Including Foundation Year),
BA VV22 Philosophy with Business Management (Including Placement Year),
BA VV23 Philosophy with Business Management (Including Year Abroad),
BA L933 Global Studies with Business Management,
BA L934 Global Studies with Business Management (Including Foundation Year),
BA L935 Global Studies with Business Management (Including Placement Year),
BA L936 Global Studies with Business Management (Including Year Abroad),
MMANNN35 Marketing Management,
MMANNN36 Marketing Management (Including Placement Year),
MMANNN37 Marketing Management (Including Year Abroad),
BA L215 Politics with Business,
BSC LL25 Politics with Business,
BSC N260 Business and Human Resource Management,
BSC N261 Business and Human Resource Management (including Placement Year),
BSC N262 Business and Human Resource Management (including Year Abroad),
BSC N263 Business and Human Resource Management (Including Foundation Year),
BA N29RCO Business Management with Language Studies
This module introduces students to fundamental principles of marketing and covers the core elements of marketing management. The module explores marketing planning; the segmentation, targeting and positioning (STP) process; and the extended marketing mix (product, price, promotion, place, people, process, and physical environment). The module aims to help students develop marketing knowledge and skills that are important for future modules as well as the workplace.
1. Students will develop an understanding of the fundamental principles of marketing and of the core components of marketing management.
2. Students will learn about the role of market research in marketing planning.
3. Students will learn how to identify and evaluate market segments through an exploration of the Segmentation, Targeting and Positioning (STP) process.
4. Students will learn about the Extended Marketing Mix and about how it needs to be managed for successful marketing.
On successful completion of the module, students will be able to:
1. Understand the role of marketing management in helping products and services succeed in competitive environments.
2. Understand the key elements of marketing planning.
3. Understand the Segmentation, Targeting and Positioning (STP) process.
4. Understand the importance of managing the Extended Marketing Mix effectively in order to target specific consumer segments successfully.
This module introduces students to fundamental principles of marketing and covers the core elements of marketing management. The module explores marketing planning; the segmentation, targeting and positioning (STP) process; and the extended marketing mix (product, price, promotion, place, people, process, and physical environment). The module aims to help students develop marketing knowledge and skills that are important for future modules as well as the workplace.
Indicative Lecture Program:
Lecture 1: Marketing Principles
Lecture 2: Understanding Customers
Lecture 3: Marketing Planning
Lecture 4: Segmentation & Targeting
Lecture 5: Positioning & Branding
Lecture 6: Managing Product & Price
Lecture 7: Managing Promotion
Lecture 8: Managing Place
Lecture 9: Managing People & Process
Lecture 10: Managing the Physical Environment
Teaching and learning on BE501 Introduction to Marketing consist of lectures, seminars, guided reading and personal study. For as long as University guidance indicates that large scale lectures (150+ students) should be delivered remotely, these will be delivered through a system of ‘Dual Delivery’ combining traditional methods and online learning platforms.
Lectures
Introduction to Marketing will be taught through weekly one-hour lectures (weeks 2-11). The lectures will provide coverage of relevant ideas, theories, concepts/frameworks, and examples.
Seminars
Starting in either week 17 or week 18 (depending on when fortnightly seminars commence on BE402), lectures will be complemented by a series of fortnightly two-hour seminars with up to 50 students per seminar. These will take place from week 17 to week 24, and during those weeks where there are no fortnightly BE402 seminars. During seminars, students will be tasked with group activities to put lecture content into practice.
Guided Reading
Lecturers will provide readings from the marketing literature, which discuss concepts and theories in greater depth and apply these to business contexts. The lecturers will also provide questions to help students approach these materials. The concepts and theories which are introduced in lectures and discussed in the guided reading will be examined through a Multiple-Choice Question assessment.
Moodle and MyMaketingLab
Moodle is the University's online learning platform for all modules at the Business School. Lectures, notices, links to wider support and supplementary reading can be found there.
Additionally, BE501 will use the MyMarketingLab platform, which sits within Moodle to offer remote access to the core textbook and enhanced online interactivity via custom-built exercises, tasks and assessments.
The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's
reading list.