杏吧论坛

Dr Heather Kappes MAR.6.21

This course is available on the BSc in Accounting and Finance, BSc in Management, International Exchange (1 Term) and International Exchange (Full Year). This course is available as an outside option to students on other programmes where regulations permit and to General Course students.

This course has a limited number of places (it is capped).

The course will introduce basic marketing concepts including customer behaviour; segmentation, targeting and positioning; product management and diffusion; pricing, placement and promotion; and marketing relationships.

20 hours of lectures and 10 hours of classes in the WT.

Teaching hours in the WT will be commensurate with a usual half unit undergraduate course.

This course includes a reading week in Week 6 of Winter Term, in line with departmental policy.

In its Ethics Code, 杏吧论坛 upholds a commitment to intellectual freedom. This means we will protect the freedom of expression of our students and staff and the right to engage in healthy debate in the classroom.

Formative feedback will be provided on group presentations of a project that forms the basis for the individual submissions.

Indicative readings:

Kotler, P. and Armstrong, G. (2010) Principles of Marketing, Pearson, New Jersey.

Kotler and Keller (2009) Marketing Management, Pearson PrenticeHall.

Lambin, J-J, Chumpitaz, R. and Schuiling, S. (2007) Market Driven Management: Strategic and Operational Marketing, Palgrave Macmillan.

Report (85%) and class participation (15%) in the WT.

Individual submission of a marketing report, informed by group work completed during the term.