Students are expected to attend all timetabled classes.
Introduction to Marketing Strategies
Understanding the Marketing Mix (product, price, place and promotion)
Influences on Target Market & Segmentation
Marketing events
To introduce students to a range of Marketing concepts & principles.
To develop students' understanding of the Marketing Mix in the modern world of business.
To provide a foundation-level knowledge base of business marketing
Lectures accompanied by workshops, group work and in-class case study exercises. Formative assessment will be ongoing and will comprise activities that enable a student to appraise their own learning and guide them towards the development of self-study.
LO1 Recognise and interpret the role of marketing for a business scenario.
LO2 Describe marketing approaches that can be applied to a product and/or an event.
LO3 Identify and review a range of marketing tools and strategies.
LO4 Demonstrate knowledge of the Marketing Mix.
Component
Weighting %
Learning outcome(s) assessed
Assessment category
1
Project (2000 words)
100%
1, 2, 3 & 4
Coursework
Reassessment will use the same mode of assessment.
Blythe, J. (2012). Essentials of Marketing. (5th ed.). Harlow, UK: Financial Times/Prentice Hall.
Blythe, J. (2014). Principles & Practise of Marketing. LA, California: Sage.
Brassington, F. & Pettitt, S. (2012). Essentials of Marketing. (3rd ed.). Harlow, UK: Financial Times/Prentice Hall.
Fill, C. and Turnbull, S. (2018). Marketing communications. (8th ed.). Harlow, UK: Pearson.
Kotler, P., Armstrong, G., Wong, V. and Saunders, J. (2014). Principles of Marketing. (15th ed.). Harlow, UK: Pearson.
Cath Edmondson
Centre for Foundation Studies
LTI Board of Studies
Mon, 18 May 2020
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