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Marketing Theory and Practice (BUS129)

Semester: A
Level: 4
Module code: BUS129
Module organiser: Dr Graham Spickett-Jones

Module overview

This module introduces you to a critical appreciation of key principles of marketing theory and practice, in their application in both commercial and non-commercial sectors, domestically and internationally. The module aims to provide a foundation for further study by engaging critically with relevant academic research in marketing and consumer studies, with an emphasis on marketing communication, as well as with practical case material. Marketing is considered from a broad and multi-disciplinary perspective taking into account its cultural context in a convergent media and marketing environment, and as a site in which issues of cultural values, identity and commercial imperatives are played out.

Assessment

  • Coursework 40% 
  • Examination 60%

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