Programme And Module Handbook
Course Details in 2018/19 Session

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Module Title LC Principles of Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 11050
Module Lead Mark Foster
Level Certificate Level
Credits 10
Semester Semester 1
Restrictions None
Contact Hours Guided independent study-78 hours
Lecture-22 hours
Total: 100 hours

The purpose of the module is to examine and understand the role of marketing in the modern business structure by looking at theories and real life examples, drawing on the first hand experience of the module leader as well as academic study. Students will be given the opportunity to put theories to the test through assessed tutorials and practical tasks. Students will also be encouraged to apply the learning to appreciate and understand the impact marketing has on their everyday lives and track this back to the theory, principles and practice of marketing. This will be achieved through reflective learning and tasks such as formulating a social media marketing campaign and completing a reflective diary.
The module will examine the role of marketing in business strategy; its part in brand building in a global context; how it links in with other core business units; how it places the consumer at the heart of campaigns. Practical examples will be examined to understand the success and failure of marketing strategy and how regional culture can impact global marketing positioning. It will provide students with the essential background to understand consumers, the communications planning process, and the communications mix. The ethics of marketing and associated advertising and the use of interactive and digital media will also be examined.

Learning Outcomes

By the end of the module the student should be able to:

  • demonstrate an understanding of a range of core marketing concepts used to communicate across traditional and digital media;
  • identify key elements of the marketing mix and related theory to identify and analyse market conditions, and the marketing information needed by organisations in order to be able to plan, manage and develop marketing strategy;
  • critically evaluate the sources of research materials to advise appropriate course of action, and engage with different marketing theories and options to make decisions.
Assessment 11050-03 : Blog : Coursework (30%)
11050-04 : Reflective paper : Coursework (70%)
Assessment Methods & Exceptions Reflective blog, 1,000 words, illustrated (30%) Reflective essay, 1,500 words (70%)
Reassessment: Reflective essay, 2,500 words (100%)
Other Duplicate version of this module delivered in Dubai: 07 30441
Reading List