This module will introduce you to the fundamental aspects of marketing and consumer behaviour. The relationship between these theories and creative practice will be explored through case studies and workshops. You will engage with the five "P"s of Marketing - product, price, promotion, place and people. This framework will help you discover the key tools used to develop successful brands including selling theories, consumer behaviour, brand creation, market research and strategic thinking.

A creative pitch, weighted at 30% (LO 1,2,3)
A report length 2000 WORDS weighted at 70%.(LO 1,2,3)

To achieve a pass in this module the assessed work must demonstrate achievement of the learning outcomes as listed above.

Key Information Set Data:
30% practical exams(skills assessment and presentations)
70% coursework

Lectures, discussion and studio workshops will be used to deliver information and generate engagement.
Self directed study will enable you to crystallize your learning.

Key Information Set Data:
16% scheduled learning and teaching activities
84% guided independent learning

ABM Studios
A computer for accessing Blackboard, websites and electronic journals.
Course texts and course learning pack.
The Blackboard virtual learning environment will be available to support this module. Details will be supplied in the module handbook.

Bayley. S Mavity R (2008): Life's a PITCH, How to sell yourself and your brilliant ideas, Corgi
Brassington F. & Pettitt S. (2006):Principles of Marketing. Financial Times/ Prentice Hall
Hartley R. (2009):Marketing Mistakes and Successes, Wiley
Noel H. (2009):Consumer Behaviour, AVA 2009
ProctorT. (2009):Strategic Marketing, Routledge
Russelll E. (2010):The Fundamentals of Marketing, AVA 2010