Course Details in

Module Title	LI Introduction to Marketing
School	Birmingham Business School
Department	Birmingham Business School
Module Code	07 02767
Module Lead	Lloyd Harris
Level	Intermediate Level
Credits	10
Semester	Semester 1
Pre-requisites
Co-requisites
Restrictions	Available to BSc Accounting and Finance, BSc International Accounting and Finance - compulsory
Contact Hours	Lecture-22 hours Guided independent study-78 hours Total: 100 hours
Exclusions	none
Description	The nature of marketing: core concepts and orientation; key elements of Marketing Information Systems (MIS), marketing research and buyer behaviour; portfolio analysis and marketing strategy; setting objectives, market segmentation and positioning; marketing mix: branding, products, services, distribution, pricing, marketing communications; evaluating marketing; marketing management and planning.
Learning Outcomes	By the end of this course students should be able to: (a) understand the concept of marketing/customer orientation; (b) to recognise the complex and dynamic environmental influences which impact upon an organisation’s ability to market their products; (c) to understand the Marketing mix and how it applies in a variety of market situations; (d) to appreciate the specialist functions within the broad area of marketing.
Assessment	02767-02 : 2 hr Exam : Exam (Centrally Timetabled) - Written Unseen (100%)
Assessment Methods & Exceptions	2 hr written examination (100%)
Other	none
Reading List	Philip Kotler, John Saunders, Gary Armstrong (2004), Principles of Marketing: European Edition, FT Prentice Hall, ISBN: 0273684566