MG212      Half Unit

This information is for the 2022/23 session.

Teacher responsible

Dr Heather Kappes MAR.6.21


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.

This course is not capped, any student that requests a place will be given one.

Course content

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


20 hours of lectures and 10 hours of classes in the MT.

Teaching hours in the MT will be commensurate with a usual half unit undergraduate course.

This course includes a reading week in Week 6 of Michaelmas Term, in line with departmental policy.

Formative coursework

Formative feedback will be provided on case analysis questions similar to those posed in the individual case analysis.

Indicative reading

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.


Group project (40%) in the MT.
Case analysis (60%) in the LT.

The course teaching team will form the project groups within allocated classes.

Key facts

Department: Management

Total students 2021/22: 259

Average class size 2021/22: 19

Capped 2021/22: No

Value: Half Unit

Guidelines for interpreting course guide information

Course selection videos

Some departments have produced short videos to introduce their courses. Please refer to the course selection videos index page for further information.

Personal development skills

  • Self-management
  • Team working
  • Problem solving
  • Communication
  • Commercial awareness