Principles of Marketing
| Code | School | Level | Credits | Semesters |
| BUSI1130 | Nottingham University Business School China | 1 | 10 | Spring China |
- Code
- BUSI1130
- School
- Nottingham University Business School China
- Level
- 1
- Credits
- 10
- Semesters
- Spring China
Summary
This module introduces students to, and encourage them to critically evaluate, the key principles and practices of marketing. These principles and practices will act as the foundation of other marketing related modules. Topics that will be covered in this module include:
• What is marketing
• Marketing environment
• Types of buyers
• Introduction to marketing mix
• Use of marketing research and information systems
• Global practices and ethical considerations
Re-assessment format is decided by the school.
Target Students
Compulsory for IBC/ IBL/ IBM Qualifying Year studentsOptional for FAM/ IBE Qualifying Year students
Classes
- One 1-hour seminar each week for 2 weeks
- One 2-hour lecture each week for 11 weeks
Assessment
- 100% Exam (1-hour-30-minute): One 1.5 hour examination
Assessed by end of spring semester
Educational Aims
This module aims to examine the fundamental principles of marketing management and lays a foundation for other marketing modules in the degree programme. Specifically, it introduces the core concepts and practices related to marketing environment, marketing mix, marketing research, global marketing, and marketing ethics.Learning Outcomes
- Understand the role of marketing as a core business function and organization-wide philosophy.
- Understand principles and theories in marketing and use them to critically evaluate marketing practices.
- Use real-world marketing examples to discuss different marketing principles, theories and strategies.
- Develop conceptual and critical thinking, analysis, synthesis and evaluation
- Develop 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.
- Develop Self-management and a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
Conveners
- Dr Ruizhi Yuan
Last updated 09/01/2025.