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  1. Course Text 5 items
    1. Fundamentals of marketing - Stone, Marilyn A., Desmond, John 2007

      Book Essential Print edition.

    2. The textbook is also available as an e-book in three different formats. Some allow for a limited number of concurrent users: if you're unable to access the text try opening one of the other e-books.

    3. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

      Book 

    4. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

      Book 

    5. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

      Book 

  2. Week 1 14 items
    1. Lecture 1: A Marketing Oriented Firm 7 items
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 1, pp. 1-18.

      2. These four readings are essential for your first tutorial:

      3. Marketing Myopia - Theodore Levitt 1960

        Article 

      4. Preventing Premature Death of Relationship Marketing - Susan Fournier, Susan Dobscha, David Glen Mick 1998

        Article 

      5. This reading by Wilkie et al. provides a useful critique of the marketing concept by mainstream marketers:

    2. Lecture 2: Understanding Consumers 1: Behaviourism 7 items
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 3, pp. 43-61.

      2. Consumer behaviour: perspectives, findings and explanations - John O'Shaughnessy 2012

        Book  See chapter 5, 'Psychoanalytic Psychology', pp. 117-143, for a more comprehensive introduction.

      3. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 3, pp. 61-76.

      4. Consumer behaviour: perspectives, findings and explanations - John O'Shaughnessy 2012

        Book  See chapter 4, 'Behaviorism', pp. 84-116, for a more comprehensive view.

      5. Today's lecture tells how Watson was intriqued by fear and whether this emotion is inherited or learned. The following two references show how pervasive the use of fear appeals has been in marketing.

  3. Week 2 3 items
    1. Lecture 3: Understanding Customers II: Cognitive Information Processing 2 items
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 3, pp. 77-87.

      2. Consumer behaviour: perspectives, findings and explanations - John O'Shaughnessy 2012

        Book  See see chapter 6, 'Cogntive Psychology: The Basic Perspective', pp. 143-180, for a more comprehensive introduction.

    2. Lecture 4: Understanding Customers III: Attitudes 1 item
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Read sections in chapters on Consumer Behaviour and Marketing Research. Use lecture slides as basis for revision.

  4. Week 3 2 items
    1. Lecture 5: Understanding Customers IV: Involvement 1 item
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 3, pp. 87-96.

    2. Lecture 6: Market Research 1 item
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 5, pp. 114-169.

  5. Week 4 4 items
    1. Lecture 7: Market Segmentation 3 items
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 6, pp. 172-200.

    2. Lecture 8: Targeting Customers and Positioning 1 item
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 6, pp. 190-200.

  6. Week 5 1 item
    1. Lecture 9: Class Test Revision 1 item
      1. Revision tips and information provided in the Monday Lecture (Note: there is no lecture on Tuesday).

  7. Week 6 1 item
    1. Independent Learning Week (ILW)

  8. Week 7 2 items
    1. Monday - no lecture - revision period for Class Test

    2. Tuesday - CLASS TEST - usual venue at usual time

      This will take the form of a class essay this year.

  9. Week 8 7 items
    1. Lecture 10: Introduction to the Marketing Mix 1 item
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 2, pp. 21-41; chapter 8, pp. 225-240.

    2. Lecture 11: Branding 6 items
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 7, pp. 201-224.

      2. Modelling the components of the brand - Leslie de Chernatony, Francesca Dall’Olmo Riley 1998

        Article  This paper provides a good general summary of the components of brands.

      3. Marketing management and strategy - Peter Doyle, Phil Stern 2006 (electronic book)

        Book  Chapter 6, pp. 163-193. This chapter is a very useful addition to the discussion of brand meaning in Stone and Desmond, arguing that brand meanings are also created through experience etc.

      4. Please also consult your tutorial readings which include as a minimum:

  10. Week 9 4 items
    1. Lecture 12: Marketing Mix Inputs- Promotion 1 item
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 10, pp. 290-335.

    2. Lecture 13: Marketing Mix Inputs- Promotion continued 3 items
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 10, pp. 290-335.

  11. Week 10 5 items
    1. Lecture 14: Marketing Mix Inputs- Pricing and Distribution 4 items
      1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 9, pp. 265-289.

      2. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 11, pp. 337-366.

      3. The Physical Internet: A Survey of Logistics - Paul Markillie 17 June 2006

        Article  Copies to be handed out in class.

    2. Lecture 15: Review and Revision 1 item
      1. Review and Examination Discussion 

  12. Tutorial Outline 19 items
    Everyone must prepare for tutorials, showing evidence of preparation by bringing one A4 sheet of handwritten notes to the session. Tutorial discussions will be led by those who have been allocated the topic. This is the case for all tutorials
    1. Tutorial 1: Weeks 3 & 4 5 items
      1. Tutorial Assignment

         

        What is meant by a marketing orientation? What are the barriers and facilitators of achieving a marketing orientation and how may these be overcome?

         

        As well as discussing this in theory, students must ensure they have some considered examples which they are prepared to debate within the tutorial.

      2. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 1, pp. 1-18.

      3. Marketing Myopia - Theodore Levitt 1960

        Article 

    2. Tutorial 2: Weeks 5 & 7 2 items
      1. Your task is divided into two parts:

         

        (a) to design a general marketing strategy for a new brand of paper towel that is positioned as more economical because it has more sheets at the same price, yet has the same level of quality as other towels.

         

        (b) secondly, to suggest how this product might be best positioned so as to make it more highly involving.

      2. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 5, section on involvement and, in particular, low involvement decision making.

    3. Tutorial 3: Weeks 8 & 9 6 items
      This week you have a choice – either choose the 'segmentation topic OR the 'attitude' topic
      1. Page Jane has just got the job as brand manager for the Big Experience Collective who specialize in offering thrilling experiences to those who are crazy enough to take them on. Jane was hired basically because she has a knack for developing new market segment... click to read more
      2. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

        Book  Chapter 6, pp. 172-200.

      3. OR

      4. B. Attitude Topic

        Your task is to design a questionnaire which effectively measures students' attitudes to and use of sports drinks.

        Reading: Handout on Attitude – follow the steps provided in the lecture.

    4. Tutorial 4: Weeks 10 & 11 6 items
      1. Tutorial Assignment:

        Critically evaluate the theories which purport to describe the concept of brand loyalty and select the theory which, in your view, best describes this concept.

         

        Reading:

        As the aim of this tutorial is to integrate much of the material that has preceded it, various readings are suggested in support of the attitudinal and behaviourist explanations of loyalty.

      2. Background reading 2 items
        1. Fundamentals of marketing - Marilyn A. Stone, John Desmond 2007 (electronic book)

          Book  Chapter 3 on consumer behaviour, chapter 7 on branding, and chapter 9 on promotion.

        2. Don't Try to Manage Loyalty - Dag Bennett n.d.

          Article Optional Bennett conducts a useful discussion of evidence on attitudinal vs. behavioural loyalty. You can currently link to this via Facebook or Google. Please be aware that Bennett is in the 'Ehrenberg' camp.

      3. Specific reading to support Behaviourist argument 2 items
      4. Specific reading to support attitudinal argument 1 item
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