Module Descriptors
MARKETING PRINCIPLES
MKTG40162
Key Facts
Faculty of Business, Education and Law
Level 4
15 credits
Contact
Leader: Victoria Roberts
Email: V.A.Roberts@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
  • EXAMINATION - UNSEEN IN EXAMINATION CONDITIONS weighted at 100%
Module Details
Module Resources
Libraries
The Module Website
Module Learning Strategies
The learning strategy for this module requires students to commit 150 learning hours (including assessment). Of this, there will be 36 hours of class support and 114 hours of independent and self-directed study.

Learning support material will be provided for the module
Module Indicative Content
Buyer Behaviour
- Decision making processes
- Buying situations

Key concepts of Marketing
- Marketing philosophies and the business contribution of Marketing
- Segmenting, targeting and positioning
- Product and Service Marketing
- Pricing Policy and the Promotional Mix
- Marketing channels and intermediaries
- The nature and users of E-Marketing and the New Media
Module Additional Assessment Details
100% Individual 1 hour examination at the end of the semester. Assesses All Learning Outcomes.
Module Texts
Jobber, D & Fahy, J (2006) Foundations of Marketing. McGraw Hill. ISBN 0-07-710918X
Jobber, D (2007) Principles and Practices of Marketing, 4th edition. McGraw Hill. ISBN 0077114159
Brassington & Pettitt (2006) Principles of Marketing. Prentice Hall. ISBN 027369559-2