This interactive and practical course will explore key marketing and communications concepts such as market analysis, customer value, branding and aspects of implementation of marketing strategies such as channels to market, delivering and pricing value and communication. In the current complex and fast-moving market context, emphasis will be placed on how to market in a networked, digital world of diverse, global stakeholders.
You will learn how to understand and research market contexts, analyse competitive market positions and how to design effective marketing strategies and tactics. In the communication topics of the module, you will learn about the ways in which communication has changed in the digital world and about how to communicate effectively to reach a range of different stakeholders. Digital communication tools and techniques will be explored and you will acquire skills and understanding which will help you to perform with greater confidence as a marketer and communicator.
This course is taught at an intermediate level.
I am very happy I attended the Warwick Summer School, I made some good friends and enjoyed the course thoroughly. It was lovely interacting with students, staff and guest speakers from all over the world. I had a wonderful time and I would definitely recommend WSS to anyone looking for a fulfilling summer experience.
Tina Thomas (India)
Fees: Please see fees page
Teaching: 62 hours
Expected independent study: 68 hours
Optional assessment: Dependant on courseTypical credit: 3-4 credits (US) 7.5 ECTS points (EU)*
* Please check with your home institution
For more information on exams and credit, please see our Teaching and assessment page
Syllabus and Course Overview
The rise of global competition, the emergence of new technologies and the importance of continuous innovation have combined to redefine the context in which organisations operate. Against a fast-changing context, organisation must consider and innovate to offer value and choice to their customers. This course focuses on the key challenges and opportunities and the aspects of marketing that create customer value. The course looks at how organisations research and analyse markets and customers and how they develop and implement successful marketing strategies, focusing on the creation and the communication and delivery of customer value.
The Topics to be covered include:
- What is Marketing? The Marketing Environment
- Consumer Behaviour
- Marketing Research
- Segmentation, Targeting and Positioning
- Products, Services and Innovation
- Pricing and Channels
- Promotion and Communicating Value
- Digital Marketing
- Planning and Budgeting
- Relationships and Responsibility
The course aims to:
- Provide an appreciation of the concepts of marketing and customer value
- Provide an understanding of how customer value is created, offered and delivered by organisations, based on an assessment of customer needs and preferences
- Enable an understanding of the key elements of the marketing process including target market selection, positioning and product strategies, pricing decisions, integrated marketing communications, channel management, and services marketing
The main learning outcome of this course is that students will become familiar with and develop the ability to confidently manage in the new world of communications and marketing.
- Understand the application of modern marketing and communication techniques in a wide range of business and professional situations
- Understand how business and professional objectives can be achieved using modern communications and marketing techniques
- Understand how new business models evolve and how they may require adoption of new communications and marketing techniques
- Be able to apply their learning to development of professional careers and to advancing organisational performance
For this course, there will be 4 hours of teaching on most weekdays, comprising of interactive lectures with practical exercises and activities
The module will be assessed via a written report. It should be noted that submission of the report is not compulsory. Everyone who completes the course – whether or not they submit the report - will receive a certificate of attendance. However, by submitting the written report, you will also receive a grade/mark for the course which can be helpful to you.
Students will also be given time each day for independent study.
1. Kotler, P., Armstrong, G., Harris, Lloyd C., and Piercy, N. 2016 Principles of Marketing. 7th European edition or Kotler, P, Armstrong, G., Harris, Lloyd C., and He, Hongwei (8th European Edition). Pearson Education Limited.
(Please note that this textbook is intended as background reading. If another Marketing textbook such as Kotler and Armstrong Principles of Marketing (17th) Global Edition is more readily available, then this is also fine).
- Comstock, B.; Gulati, R. and Liguori, S. (2010) "Unleashing the Power of Marketing" Harvard Business Review, 88, 10, pp. 90-8
- Achrol, R.S. and Kotler, P. (2012) 'Frontiers of the marketing paradigm in the third millennium' Journal of the Academy of Marketing Science, 40, 1, pp. 35-52
- Brown, S.W.; Webster Jr, F.E.; Steenkamp, J.B.E.M. et al. (2005) 'Marketing Renaissance: Opportunities and Imperatives for Improving Marketing Thought, Practice, and Infrastructure' Journal of Marketing, 69, October, pp. 1-25
- Jaworski, B.J. and Kohli, A.K. (1993) 'Market Orientation: Antecedents and Consequences' Journal of Marketing, 57, July, pp. 53-70
- Haley, R (1984) "Benefit Segmentation: Twenty Years Later" Journal of Consumer Marketing ISSN: 0736-3761
- Quinn, L and Dibb, S (2010) "Re-Evaluating Segmentation Research Priorities: Re-emancipation" Journal of Marketing Management, Vol. 26: 13/14.
- Keller, K. L. (1993). Conceptualizing, measuring, managing customer-based brand equity.Journal of Marketing, 57 (1), 1–23
- Vargo, S.L. and Lusch, R.F. (2004) 'Evolving to a new dominant logic for marketing' Journal of Marketing, 68, 1, pp. 1-17
- Kim, W.C. and Mauborgne, R. (1999) 'Creating new market space' Harvard Business Review, 77, 1, pp. 83-93
- Keller, KL (2001) Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs, Journal of Marketing Management, 17:7-8, 819-847
- Nichols, W. (2013) "Advertising Analytics 2.0" Harvard Business Review, 91, 3, pp. 60-68
- Winer, R.S. (2009) 'New Communications Approaches in Marketing: Issues and Research Directions' Journal of Interactive Marketing, 23, 2, pp. 108-17
- Leeflang, P, Verhoef, P C, Dahlstrom, P and Tjark, Freundt (2014) "Challenges and solutions for marketing in a digital era" European Management Journal, 32 1 - 12
There are no prerequisites for this course. This course is open to students studying any discipline at University level. We welcome individuals from all backgrounds, including students who are currently studying another subject but who want to broaden their knowledge in another discipline. Students should also meet our standard entry requirements and must be aged 18 or over by the time the Summer School commences and have a good understanding of the English language.
Please note changes to the syllabus and teaching team may be made over the coming months before exact set of topics are finalised.