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School of Management, Unit Catalogue 2011/12


MN20081: Principles of marketing

Click here for further information Credits: 6
Click here for further information Level: Intermediate (FHEQ level 5)
Click here for further information Period: Semester 1
Click here for further information Assessment: CW 30%, EX 70%
Click here for further information Supplementary Assessment: Like-for-like reassessment (where allowed by programme regulations)
Click here for further information Requisites: Before taking this unit you must take MN10079
Click here for further information Description: Aims:
This module aims to: Provide an introduction to the concepts, analyses and activities that comprise marketing management. To develop an understanding of the role and practice of marketing as a management function and organisational philosophy. To provide practice in assessing and solving marketing problems - reflecting the belief that the most effective learning comes from making marketing decisions. To lay the foundations for students wishing to take more specialised courses in marketing.

Learning Outcomes:
After completing the unit, the student should be able to a) understand the principles of building brands and implementing promotion and advertising activities and b) prepare a marketing plan.

Skills:
Develop the ability to conceptualize marketing problems by using a series of analytical tools. Develop the ability to plan and rationalize marketing activities Develop presentation skills in the classroom.

Content:
The course will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics:
* Introduction to Marketing Concepts
* Segmentation
* Targeting/Positioning
* Marketing Planning & Writing Marketing Plans
* Branding
* Pricing
* Marketing Strategy
* Product Policy & NPD
* Promotion and Advertising
* Distribution Strategy
* Information and Research
* Revision.
Click here for further informationProgramme availability:

MN20081 is Compulsory on the following programmes:

Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc (hons) International Management and Modern Languages (French) (Full-time with Year Abroad) - Year 2
  • UXXX-AYB04 : BSc (hons) International Management and Modern Languages (German) (Full-time with Year Abroad) - Year 2
  • UXXX-AYB06 : BSc (hons) International Management and Modern Languages (Spanish) (Full-time with Year Abroad) - Year 2

NB. Programmes and units are subject to change at any time, in accordance with normal University procedures.