A 1500 word individual work based assignment, (100%),covering learning outcomes 1 to 4.

Jobber, D. and Fahy, J. (2006), Foundations of Marketing, 2nd edition McGraw Hill
Kotler P & Armstrong, F (2007) ; Marketing an Introduction, 8th edition, Pearson Education,
Brassington, F. & Pettitt, S. (2006) Principles of Marketing, 4th Edition, Prentice Hall, Pearson Education
Jobber, D. (2007) Principles & Practice of Marketing, 5th Edition, McGraw Hill

There is a wide range of contemporary marketing information available:

www.cim.co.uk
www.asa.org.uk
www.marketing-week.com
www.asa.org.uk

There are a number of electronic resources available from the university library www.staffs.ac.uk/library

Mintel
Lexis Nexis (articles from a wide range of newspapers/ magazines worldwide)
Emerald ? academic journals eg International journal of marketing management

The learning strategy for this module requires students to commit 150 learning hours (including assessment). This will include 24 hours of class support and 126 hours of independent and self directed study.

The class sessions will include formal lectures, case study analysis and group discussions based on student experiences in the subject area. Students will be encourage to integrate their work based experience with new knowledge and skills developed in the classroom as the module progresses

The aim of this module is to give the learner an overview of the principles of Marketing and the management of customer relations. It has been designed to show the strategic importance of marketing within a wide range of businesses and how successful implementation can lead to improved business performance. Students will explore the dynamic nature of marketing and investigate the impact that changes in technology have had on marketing activities.

- Introduction to key marketing/ customer concepts
- Understanding consumer buying and business buying behaviour
- Market segmentation, targeting and positioning
- The Consumer marketing mix
- Business to business marketing
- Services marketing
- E Marketing
- Customer relationships