Dr Xiaolin Li

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.

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

20 hours of lectures and 9 hours of classes in the MT. 1 hour of classes in the ST.

Students on this course will have a reading week in Week 6, in line with departmental policy.

A formative assignment will be set consisting of one mock exam question. The purpose of the mock exam is to provide - as realistically as possible - a practise session for the final exam.

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.

Exam (60%, duration: 2 hours) in the summer exam period.
Project (40%).

The summative coursework will be a group project. Students will have the opportunity to form their own project groups within their allocated class, but the course teaching team will retain the right to make changes to group membership where necessary.

Department: Management

Total students 2019/20: 228

Average class size 2019/20: 18

Capped 2019/20: No

Value: Half Unit