100% Individual 1 hour examination at the end of the semester. Assesses All Learning Outcomes.

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

1. DEMONSTRATE KNOWLEDGE AND UNDERSTANDING OF THE ESTABLISHED CONCEPTS AND PRACTICES OF THE MARKETING FUNCTION
Application
Knowledge & Understanding
Reflection

2. COMMUNICATE EFFECTIVELY INFORMATION AND ARGUMENTS, PRINICPALLY IN WRITTEN FORM Communication

Libraries
The Module Website

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

Baines P, Fill C and Page K, (2011) Marketing, 2nd Edition, Oxford OUP, 978-0-19-957961-7

Brassington, F & Pettitt, S (2012) Essentials of Marketing, Pearson ISBN 9780273728139

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.