An exam or assignment to demonstrate Learning Outcomes 1, 2 and 4 (weighted at 50%)
An individual assignment to demonstrate Learning Outcomes 3 & 4 (weighted at 50%)

This module will introduce students to macroeconomic analysis to offer an appreciation of the economic business environment in domestic and international markets together with an appreciation of how businesses respond to opportunities and threats emerging from this environment by application of marketing principles and concepts. Students will develop their understanding and ability to apply maths and statistics in both economic and marketing contexts.

Macroeconomics:
- Introductory concepts
- Aggregate demand; circular flow of income
- Fiscal Policy
- Monetary Policy
- International trade
- Protectionism/Free trade
- Europe and the euro

Marketing management principles and concepts:
- Gathering marketing and environmental data
- Identifying segments, targets, positioning
- Creating customer value
- Developing the marketing mix/offering (Product, services)
- Delivering customer value (price and place)
- Communicating the offering (integrated communications)

Supporting statistics:
- Multiplier equations, basic AD equations
- Use of data, including market share and trend analysis
- Indexes (e.g. CPI)
- GDP deflator (real and nominal values)
- Official statistics - exercises and presentation of these statistics
- Exchange rate questions
- Absolute and comparative advantage with maths
- Confidence Intervals

A range of resources, including, University library and IT facilities, the Internet, journals and databases

Brassington & Pettitt (2006) Principles of Marketing, 4th edition. Pearson Prentice Hall ISBN 0273659559
Jobber D (2007) Principles and Practice of Marketing. 5th edition, McGraw Hill. ISBN 0077114159
Kotler, P. & Keller, K.L. (2009) Marketing Management. 13th edition, Pearson Prentice Hall ISBN 0136009980
Sloman, J. and Wride, A. (2010) Economics 7th edition. Financial Times Prentice Hall
Taylor, S. (2005) Business Statistics 2nd edition. Palgrave Macmillan.

The learning strategy for this module is based around students committing a total of 300 hours of activities towards achieving the learning outcomes. These will be split between 78 hours of direct contact with a tutor and 222 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.