Module Catalogues, Xi'an Jiaotong-Liverpool University   
 
Module Code: MAN101
Module Title: Fundamentals of Marketing
Module Level: Level 1
Module Credits: 5.00
Academic Year: 2017/18
Semester: SEM1
Originating Department: International Business School
Pre-requisites: N/A
   
Aims
The aim of this module is to provide a grounded appreciation of the utility and universality of a marketing orientation as the process by which organisations align themselves to their operating environment, customers/stakeholders and markets
Learning outcomes 
On successful completion of this module, students will be able to understand the nature of the marketing environment and its relevance for the organisation and marketing practice, specifically,

1. undertake an analysis of customer and competitive environments

2. understand the fundamental philosophy of marketing and its application in both business and not-for-profit organisations

3. identify and apply key marketing concepts to aid marketing and business decisions

4. demonstrate an understanding of the practical aspects and processes of marketing

Method of teaching and learning 
The module involves a range of teaching strategies including lectures, student-led seminars, and case study analysis. Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles.


Independent research and study will be encouraged throughout to complement group work activities. Student-led seminars will facilitate the sharing of knowledge and experiences of cohort members.

Syllabus 
1. Marketing Principles

2. The Marketing Environment

3. Management Information and Research

4. Buyer Behaviour

5. Marketing Strategy

6. Product Strategy and Product Life Cycle 7.Pricing Strategies

8. Marketing Channels

9. Marketing Communications, Advertising and PR

10. Personal selling, sales promotion and direct marketing

11. Market Competition

12. The Global marketplace and Marketing Ethics

Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26     12      112  150 

Assessment

Sequence Method % of Final Mark
1 Final Exam 75.00
2 Coursework 15.00
3 Oral Presentation 10.00

Module Catalogue generated from SITS CUT-OFF: 10/22/2017 9:29:00 PM