Course Details in

Module Title	LC Introduction to Marketing
School	Birmingham Business School
Department	Marketing
Module Code	07 27081
Module Lead	Emma Croom (PTVL)
Level	Certificate Level
Credits	10
Semester	Semester 1
Pre-requisites
Co-requisites
Restrictions	None
Contact Hours	Lecture-22 hours Guided independent study-78 hours Total: 100 hours
Exclusions
Description	This course will examine the fundamental principles of marketing and illustrates why marketing is not just an isolated organisational function. In today’s world technology and the increased power of the consumer have changed the way in which organisations have to market their goods and services. Equally, the global nature of our society means that many organisations must engage in marketing around the world during a turbulent economy. We will explore how organisations can manage profitable customer relationships. As consumers we engage with marketing on a daily basis whether it is trying to decide on Starbucks or Costa for a coffee or deciding to buy a car. We look at the key principles of marketing to establish marketing’s key components.
Learning Outcomes	By the end of the module students should be able to: Demonstrate knowledge and understanding of the fundamental principles of marketing; Evaluate the importance of the customer in the marketplace; Identify and interpret the trends that are changing the marketing landscape; Demonstrate knowledge and understanding of the global environmental issues that affect the marketplace; Demonstrate understanding of the customer decision making process and evaluate how the digital age is affecting the customer and the organization; Explain and appraise the product life cycle.
Assessment	27081-01 : Essay : Coursework (100%)
Assessment Methods & Exceptions	Assessments: 1 x 2000 word report based assignment. Reassessment: 1 x 2000 words assignment.
Other
Reading List