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Dr Heather Kappes MAR.6.21

This course is available on the BSc in Accounting and Finance, BSc in Business Mathematics and Statistics, 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 is not capped, any student that requests a place will be given one.

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 MT.

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

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

Formative feedback will be provided on case analysis questions similar to those posed in the individual case analysis.

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.

Group project (40%) in the MT.
Case analysis (60%) in the LT.

The course teaching team will form the project groups within allocated classes.