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Course Description
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Introduction to Marketing
University of Westminster
London, England

Subject Area(s) Level(s) Instruction in Credits Contact Hours Prerequisites
Business 200 English 4 50 N/A

Module Code: 2MKT401

Summary of Module content

Introduction to Marketing provides a foundation in marketing which includes most marketing theory and concepts.


Module Aims

The module aims to:

·         enable students to recognise, describe and relate to their experience of marketing activities

·         enable students to identify the principal concepts and techniques of marketing and apply them to business problems

·         develop students’ transferable skills necessary for marketing practice


Learning Outcomes

On completion of this module, the successful student should be able to:

1.       identify and explain the use of marketing tools and techniques.

2.       apply marketing tools and techniques and evaluate when and how to use them.

3.       identify and apply the basics of a marketing plan.

4.       perform and express themselves as professional marketers.


Indicative Syllabus Content

The following topics may be covered and are not limited to:

Marketing as exchange; marketing mindset and concept; role of marketing in society.

Outline of marketing planning process; introduction to problem based learning and active learning.

The marketing environment; services, business-to-business and international marketing; cultural and contextual implications.

Collecting and using marketing data; marketing research.

Consumer behaviour; describing, segmenting and targeting customers.

The 7P’s marketing mix.

Marketing tools: Product life cycle, BCG matrix.

Communicating the marketing solution.

Managing the marketing process; importance of relationships.

Presenting and defending the outline marketing plan.


Teaching and Learning Methods

Three hours weekly based on problem-based and active learning, reinforced by reflective practice.  Lecturers will use a mix of lectures, facilitation and debate as appropriate, seminars, group and individual work.


Assessment Rationale

This module introduces all students to the key marketing theories and concepts used in business environments, starting from their own experiences.  Students will complete an individual coursework based on a case study or project.  There will be an unseen examination based on marketing concepts and theories (50%).


Assessment Criteria

Assessment will be on: (1) Solution of marketing problems and the use of marketing theory to underpin it and (2) Ability to develop transferable skills, which underpin marketing practice.  Assessment criteria may include but are not limited to appropriate application of taught tools and techniques; identification and use of appropriate data and source material; quality of visual, aural and literal elements of presentation; originality of approach and persuasiveness of arguments.


Assessment Methods and Weightings


Coursework                  100%


The pass mark for this module is 40%. 



Essential Reading

Saren, M. (2003). Marketing Graffiti. London: Butterworth-Heinemann.

Lancaster, G. & Reynolds, P. (2001) Marketing: The One Semester Introduction. London: Butterworth-Heinemann


Further Reading

Brassington, F. & Pettit, S. (2003). Principles of Marketing, 3rd ed., London: Pearson Education

Dibb, S., & Simkin, L. (2001). Marketing Briefs. A Revision and Study Guide. London: Butterworth-Heinemann

Dibb, S., Simkin, L., Pride, W. & Ferrell, O. (2001). Marketing Concepts and Strategies. Boston: Houghton Mifflin

Kotler, P. & Armstrong, G. (1996). Principles of Marketing. 7th ed. London: Pearson Education


Periodical References

Journal of Marketing

Journal of Product and Brand Management

Harvard Business Review

WWW References – a range of on-line tools – has free access to lists of tools, concepts and definitions – a practitioner website offering useful information – explores branding issues 

Additional references

(software packages, CD-Rom, film, video, audio-tape)

Date of initial Validation:    May 2003

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