Nottingham University Business School
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Introduction to Marketing A

Please note that the following information may be subject to change.

Programme: Undergraduate

Module Code: N12105

Semester: Autumn

Convenor: Elizabeth Nixon

Credits & Level: 10 credits; Level 2

Pre-requisites: None.

Co-requisites: None.

Target Students: Not available to Business School students, who should take N12412 Marketing Management instead. Not available to students who have taken N11401 (Consumers and Markets) or N12412 (Marketing Management).

Delivery: 11 weekly ninety minute lectures. 2 sixty minute seminars

Assessment: One 1.5 hour exam (100%)

Exam Format:20 Multiple Choice questions (1 mark each) and TWO questions from a choice of FOUR (40 marks per question)

Summary of Content Lecture topics include:

What is Marketing?
Strategic Marketing Planning
Buyer Behaviour
Marketing Research
Segmentation, Targeting and Positioning
Managing Products
Marketing Channels
Marketing Communications
Services Marketing

Aims This module aims to:
Introduce the concept of marketing as an approach to business.
To discuss the nature of marketing strategy.
To investigate the challenges of managing the marketing mix.
To illustrate how understanding and application of the principles of marketing can assist in the strategic management of the firm.

Key Words: Marketing; Customer Orientation; Marketing Strategy; Marketing Mix

Learning Objectives & Outcomes Knowledge and understanding
This module develops a knowledge and understanding of:
  • The management of customer expectations, relationships and development of service excellence
Intellectual skills
This module develops:
  • Conceptual and critical thinking, analysis, synthesis and evaluation
Professional practical skills
This module develops:
  • Commercial acumen based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty
Transferable (key) skills
This module develops:
  • Articulating and effectively explaining information

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