MG314      Half Unit
Principles of Marketing

This information is for the 2014/15 session.

Teacher responsible

Dr Haider Ali


This course is available on the BSc in Business Mathematics and Statistics and BSc in Statistics with Finance. This course is available as an outside option to students on other programmes where regulations permit and to General Course students.

Course content

Principles of marketing will include an introduction to the 3C’s (Customer, Competition, Company), Marketing Strategy - particularly Segmentation, Targeting & Positioning, and the 4P’s – Product, Price, Place, Promotion.  Contemporary issues in marketing taught in lecture, will be brought to life by classes dedicated to examining the application of these ideas through the use of case studies looking at marketing problems faced by organisations such as the London Olympics Games Organising Committee,  Barack Obama's use of technology throughout his election campaign, as well as more traditional consumer products companies such as Starbucks and Mountain Dew.


20 hours of lectures and 9 hours of classes in the MT. 2 hours of lectures and 1 hour of classes in the ST.

Formative coursework

Students will be expected to produce 1 essay and 1 other piece of coursework in the MT.

Formative assessment will take the form of one group case write up which will be specified at the beginning of the course – this will be presented in class according to a published timetable.  There will also be an opportunity to submit a practice exam, completed privately in exam conditions for formative assessment.

Indicative reading

Philip Kotler and Kevin Keller (2011), Marketing Management (14th edition), Pearson PrenticeHall Alex Chernev (2011), Strategic Marketing Management (6th edition), Cerebellum Press Philip Kotler and Gary Armstrong (2001), Principles of Marketing (9th edition), Prentice Hall

Lambin, J-J, Chumpitaz, R. & Schuiling, I. (2007), Market-driven management: Strategic and operational marketing (2nd edition). London: Palgrave Macmillan

Further references will be provided during the course.


Exam (100%, duration: 2 hours) in the main exam period.

Key facts

Department: Management

Total students 2013/14: Unavailable

Average class size 2013/14: Unavailable

Capped 2013/14: No

Lecture capture used 2013/14: No

Value: Half Unit

Guidelines for interpreting course guide information

PDAM skills

  • Leadership
  • Self-management
  • Team working
  • Problem solving
  • Communication
  • Application of numeracy skills
  • Specialist skills