Module Descriptors
INTRODUCTION TO MARKETING
MKTG40201
Key Facts
Faculty of Business, Education and Law
Level 4
15 credits
Contact
Leader: Susan Clews
Email: S.Clews@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 36
Independent Study Hours: 114
Total Learning Hours: 150
Assessment
  • ASSIGNMENT weighted at 100%
Module Details
Module Indicative Content
Buyer Behaviour
- Decision making processes
- Buying situations

Key concepts in 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 uses of E-Marketing and the New Media
Module Resources
Libraries
The Module Website
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
Module Learning Strategies
The learning strategy for the 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 Additional Assessment Details
100% individual assignment of 1500 words at the end of the semester. Assesses All Learning Outcomes.