Programme And Module Handbook
Course Details in 2018/19 Session

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Module Title LI Introduction to Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 02767
Module Lead Lloyd Harris
Level Intermediate Level
Credits 10
Semester Semester 1
Restrictions Available to BSc Accounting and Finance, BSc International Accounting and Finance - compulsory
Contact Hours Guided independent study-78 hours
Lecture-22 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 : 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