Syllabus International Diploma In Business

YEAR 1

International Diploma in Business (IDB)

BSc (Honours) Business Administration programme is in three stages.

Year 1: NCC Education International Diploma in Business
Year 2: NCC Education International Advanced Diploma in Business
Year 3: BSc (Hons) in Business Administration, delivered online by NCC Education, validated
and awarded by the University of Wales. *For futher details regarding the University and its validation services, please
log on to www.wales.ac.uk/validation or email validation@wales.ac.uk

International Diploma in Business (IDB) is equivalent to

year one of a UK Honours Degree (60 ECTS)

The programme is delivered in two 15-week semesters (12 teaching weeks) in which four modules are studied.
Each academic year requires around 400 hours of compulsory study in classroom (equivalent to 14/15h per week)
plus homework and other independent study.

Starting point for students embarking on a career in Business

Contents…
Syllabus

Modules
Essentials of Management
Fundamentals of Economics
Communications for Business
Understanding Business Organisations
Business Mathematics
Introduction to Finance
eBusiness
Principles of Marketing

Module Title: Essentials of Management Level: IDB Credits 15

Overview of the module

An understanding of the many roles and functions of management within a business is key
for those aspiring to become managers of the future.

This module covers the principles and functions of management. Students are taught the key
elements in planning and decision-making and the significance of different controls required
in an organisation.

2. Module Delivery

Contents

Suggested Learning Hours
Lectures: Tutorials: Seminar: Laboratory: Private study: Total:
24 12 - - 114 150

CLASS SUBJECT
1. Introduction to Management; Management functions and characteristics of an
organisation.
2 Management Theories; Key research and theories in management – Research theories.

3 Decision Making; The manager as a decision maker – Research and provide examples of
decision making styles.
4 Planning; How and why do managers plan – Research and provide examples.

5 Strategic Management; Key steps in the strategic management process.

6 Organisational Strategies; Research into types of growth and business level strategies -
Research and provide examples of successful business strategies.
7 Planning Tools and Techniques; The key planning tools and techniques for allocating
resources and undertaking effective project management.
8 Foundations of Behaviour; Research into the individual behaviour of employees and how it
can impact upon their work-related performance – Research theories into attitude and
behaviour.
9 Groups and Teams; Group performance and effective teams – Research and provide
examples of types of effective teams.
10 Theories of Motivation; Early and contemporary theories of motivation – Research
theories.
11 Leadership Theories; Research into effective leadership –Research theories.

12 The Control Process; Designing control systems and using tools to control organizational
performance - Research and provide real life examples.

Indicative reading

Essential Textbook:

Robbins, S.P. and Coulter, M. (2005) Multi Pack: Management with One Key Course Compass,
8thed. with Penguin Business Dictionary. Prentice-Hall/Pearson Education Higher Education.

ISBN-10: 0131612026

ISBN-13: 978-0131612020

3. Module Assessment

Module Learning Outcomes

On completion of this module the student should be able to:

Knowledge and understanding

1. Discuss and explain the basic principles and functions of management in an
organisation and issues in their achievement
2. Discuss and explain the importance of strategic management, the key steps in the
strategic management process and the different types of organisational strategies
that can be employed
3. Explain the key aspects of leadership, including the skills required to motivate
employees and develop effective groups or teams
4. Explain the elements of a management control system and apply the role of control
systems theory to all forms of management control.

Intellectual Skills

1. Evaluate the types of decisions that managers are required to make, the decision
making processes that are undertaken, and the role of planning in establishing
organisational goals.

Assessment Methods:

Course structure

The course will consist of a mixture of lectures, reading at home from the reader provided at
the start of the year and extensive classroom discussions. Videos will also be used to
demonstrate management in action.

Number, Type and Weighting of Element

Examination 100%

Module Title: Fundamentals of Economics Level: IDB Credits 15


An understanding of basic economic principles and theories and their application to real-life
markets is essential for business students and professionals. This module introduces
fundamental economic theories, concepts and policies which are applied in decision making in
a business environment. Students gain an understanding of the general economic
environment and its effect upon business organisations and their markets from both a
microeconomic and macroeconomic perspective.

2. Module Delivery

24 12 - - 114 150

Contents

CLASS SUBJECT
1 Introduction to Economics

• Economic issues

• Scarcity

• Competing use of resources

• Micro and macro economics
2 Theory of Demand/Supply

• The market

• Demand

• Supply

• Equilibrium.
3 Price Determination/Elasticity

• Elasticity of demand

• Elasticity of supply of Demand and Supply

• Short-run and long-run

• Who really pays the tax?
4 Production Costs and Supply

• Input and output

• Long-run total

• Marginal and average costs

• Short-run and long-run costs
5 Perfect Competition and Pure Monopoly

• Perfect competition

• Pure monopoly

• Profit maximising output for a monopolist
6 Market Structure and Imperfect Competition

• Why market structures differ

• Monopolistic competition

• Oligopoly

• Interdependence.
7 Introduction to Macro- economics

• Macroeconomic issues

• National income
8 Fiscal Policy and Foreign Trade, Monetary and

demand, Fiscal Policy

• The government and aggregate

• Monetary and fiscal policy

• Demand management
9 Inflation

• Money and inflation

• Inflation and interest rates

• The costs of inflation
10 Unemployment

• The labour market

• Analysing unemployment

• Changes in unemployment

• Cost of unemployment
11 Macro-economics:

• Areas of disagreement Taking Stock

• New classical economics

• Gradualist monetarists

• Moderate and extreme Keynesians
12 International Trade

• International Trade

• Trade patterns

• Comparative advantage

• The economics of tariffs

• Summary and revision

Indicative reading

Essential Textbook:

Begg, D. (2005) Economics 8th.ed. McGraw Hill

ISBN-10: 0077107756

ISBN-13: 9780077107758

Or

Begg, D. (2008) Economics 9th.ed. McGraw Hill

ISBN-10: 0077119665

ISBN-13: 9780077119669





1. Discuss and explain the problems of and the difference between macro and micro-
economics, including the basic theories of demand and supply
2. Describe the fundamental principles of and also the workings of the international trade
system.

Intellectual Skills

1. Explain and evaluate the Keynesian, Classical and Monetarist schools of thought, and
the models to which they give rise; and the concept of national income as a measure
of societal well being.
2. Evaluate the rationale for the various forms of Government Intervention in the
economy, and provide analyses of the likely effects of fiscal and monetary policy in
each of the different models upon all of the important macroeconomic variables (e.g.
employment, national income, output and inflation).
3. Apply supply and demand analysis to the working of markets both in equilibrium and
disequilibrium, including examination of the effects of such matters as price
restrictions, quotas and taxation.

4. Demonstrate the effects of different market structures (perfect competition,
monopoly, monopolistic competition and oligopoly) upon the conduct (particularly
pricing policy) and performance of business organisations, and give examples of the
forms and effects of government intervention in this area.

Transferable Skills

1. Apply economic theories to a range of business problems and suggest possible
solutions based on these theories.
2. Apply qualitative techniques to well specified problems.

Assessment Methods:


Examination 100%

Module Title: Communications for Business Level: IDB Credits 15


The ability to be able to communicate well is an important skill in the business world, both
internally with work colleagues and externally with customers or suppliers.

This module provides a general introduction to personal communication skills for
professionals. It will provide students with a range of skills that can be used in the business
environment including report writing, presentations, team working, interviews and written
communication.

2. Module Delivery

24 12 - - 114 150

Contents

CLASS SUBJECT
1 Importance of effective communication in business; Benefits of effective communication,
formal and informal communication networks, the communication process, barriers to
effective communication, constructive feedback, use of technology, ethical issues, legal
issues. (Chapter 1 - pages 3-28)
2 Finding, evaluating and processing information; Process for conducting business research,
planning research, identifying information gaps, locating data and information, evaluating
sources, conducting secondary research, finding information online, conducting primary
research – surveys and interviews, analyzing data, applying the findings (Chapter 11 –

pages 332-355)

3 Writing business messages; Three step writing process, purpose, audience profile,
selecting the right medium, organizing information, checklist (Chapters 4 – pages 90-
112).Building a relationship with the audience, controlling the tone and style, composing the
message (Chapter 5 – pages 126-128 and 131-135)
4 Writing business messages (2); Revising the message, editing the content, editing for
clarity, using technology, designing for readability, proofreading the message, distributing
the message (Chapter 6 – pages 150– 172). Creating effective e-mails (Chapter 7 – pages
180-186)
5 Writing positive and negative messages – Three step writing process for positive
messages, handling routine requests, getting your message sending routine replies and
positive across messages, creating informative messages, announcing good news (Chapter
8 – pages 214-223, 230-233) Using the three step process for negative messages,
developing negative messages, getting the message across, choosing the best approach
(Chapter 9 – pages 254-262)
6 Writing persuasive messages; Using the three step writing process for persuasive
messages, strategies for persuasive business messages, AIDA model, motivating the reader
to take action, anticipating objections, developing sales and marketing messages,
addressing ethics and legal compliance. (Chapter 10 – pages 294-304, 307- 315)
7 Reports and proposals – the planning stage; Different categories of reports –
informational, analytical and proposals, adopting the three stage approach, gathering
information, selecting the right medium, organizing the information, key factors in planning
the three different categories of reports. (Chapter 13 – pages 394-416)
8 Reports and proposals – the writing stage; Understanding the audience, the structure of
reports and proposals, the content of a report, the content of a proposal, helping readers to
navigate through the content (Chapter 14 – pages 426-437, 440- 442). Supplementary
parts of a report, proofreading reports and proposals, writing request for proposals (Chapter
15 – pages 475-476, 479- 480, 482-483)
9 Writing CVs ; Identifying employment opportunities, planning your CV, different types of
CVs, writing the CV, revising and producing the CV, proofreading the CV, distributing the
CV. (Chapter 18 – pages 550-573)
10 Working in teams; Advantages and disadvantages of teams, characteristics of successful
teams, encouraging effective team communication, group dynamics, making meetings more
effective, using meeting technologies. (Chapter 2 – pages 36-50)
11 Listening, non-verbal and interviewing skills; Various types of listening, overcoming
barriers to effective listening, recognizing non-verbal communication, using non-verbal
communication, exploiting listening and non-verbal communication as part of the
interviewing process, overview of successful interviewing skills. (Chapter 2 – pages 51-57,
plus additional content not included in textbook with pointer to web resources)
12 Delivering effective oral presentations; Planning the presentation, selecting the right
medium, analysing the audience, preparing the outline of the presentation, composing the
presentation, delivering the presentation, handling questions, concluding the presentation.
(Chapter 16 – pages 498-517) Guidelines for producing visuals, creating effective handouts.
(Chapter 17 – pages 537 and 540)

Indicative reading

Essential Textbook:

Bovée C. L. & Thill J. V. (2007) Business Communication Today 9th ed. Prentice Hall

ISBN-10: 0131995359

ISBN-13: 978-0131995352





1. Describe skills and strategies for effective communication in business environments.
2. Explain how communication technologies can facilitate the flow of information.
3. Describe the planning and running of business meetings.
4. Understand the role of meeting technologies.
5. Describe the structure, content and function of business reports.

Intellectual Skills

5. Discuss the benefits and difficulties of working in a group.
6. Discuss the impact of intercultural differences on communication.

Practical Skills

1. Find data and process it to produce meaningful information.

2. Write business letters, memoranda and emails.

3. Make a presentation or demonstration on a business related topic to an audience using
appropriate aids.

Transferable Skills

1. Write clearly and concisely

Assessment Methods:


Examination 100%

Module Title: Understanding Business Organisations Level: IDB Credits 15


The ability to understand the structure of an organisation and the factors that shape
structures is an important skill in business. Managers need to have a good appreciation of
the changes that they can make in order to improve organisational performance. This
module introduces the objectives, roles, functions and various forms of business organisation
as they adapt to a dynamic and changing environment. Students will also look at the role of
information and technology within an organisation and how organizational efficiency and
performance can be monitored.

2. Module Delivery

24 12 - - 114 150

Contents

CLASS SUBJECT
1 Management Roles in Organisations

• Introduction to the function of organisations

• How management affects their performance.
2 The Business Environment

• Organisational environments

• Associated analysis techniques and models
3 Organisation Structures

• Vertical and horizontal organization structures
4 Organisational cultures

• Components and types of organisational cultures.
5 Human Resource Management (HRM)

• Importance of HRM for organisational performance
6 Organisational Development

• Mechanistic and organic organization structures.
7 Contingency Approach to Organisation Structure

• Factors shaping organization structures
8 Organisational Change

• Types of change

• Change processes
9 Effective Communication Processes

• Communication and management
10 Monitor Business Performance

• Finance and budgetary control.

11 Role of Information Systems In Organisations

• Types and associated roles of information systems.
12 Internet-based technologies

• Impact of Internet technologies on organisational structures

Indicative reading

Essential Textbook: Boddy, D. (2005) Management: An Introduction 3rd.ed. Prentice Hall.

ISBN-10: 027369586X

ISBN-13: 978-0273695868





1. Discuss and explain the form, aims, objectives and operation of various types of
business organisations across the private, public and voluntary sectors.
2. Discuss and explain the different types of organisational change, the characteristics
of change, the steps in a change process, theories of change, and the forms of
resistance to change.

Intellectual Skills

1. Understand and evaluate organisational principles and structures, their
appropriateness and relevance in the process of organizational development;
contrast the mechanistic and organic forms of organisation structure and understand
how the Internet enables new types of organisational structure.
2. Explain the different communication processes that are found within an organisation,
the barriers to effective communication and the ways in which communication
processes can help or hinder organisational performance.
3. Analyse business as a human system, the micro-environment and interaction with
the wider macro-environment.
4. Evaluate the role of management information systems in an organisation.

Practical Skills

1. Identify and monitor business performance, control processes and systems utilising
budgetary and non-budgetary methods as appropriate, and identify key result areas.

Assessment Methods:


Assignment 100%

Module Title: Business Mathematics Level: IDB Credits 15

Overview of the module:

It is essential to have a basic knowledge of a wide range of mathematical techniques in order
to use business data effectively. This module introduces a range of mathematical concepts
and techniques. Students will be able to develop their analytical skills in order to make
informed business decisions based on a wide range of data sources. The module also
develops a student’s ability to present data in a meaningful and systematic way.

2. Module Delivery

24 12 - - 114 150

Contents

CLASS SUBJECT
1 Basic Rules of Arithmetic

Lecture:

• Negative numbers

• Order of operation (BODMAS)

• Rounding

• Significant figures

• Standard form

Tutorial:

• Work through assessments on pages 9,12,18 of required text
2 Fractions

Lecture:

• Adding and subtracting fractions

• Multiplying and dividing fractions

Tutorial:

• Work through assessments on pages 45, 54 of required text
3 Percentages, Ratios and Proportions

Lecture:

• Percentages, ratios and proportions

• Conversion of foreign currencies

Tutorial:

• Work through assessment on page 57, 111 of required text and work through examples
from old examination papers. Use the Internet to find current exchange rate of local
currency with $, £, € etc
4 Expanding Brackets, Powers and Interest

Lecture:

• Expanding brackets

• Powers – including negative and fractional

• Simple and compound interest

Tutorial:

• Work through assessments on pages 65, 81, 86, 92 of required text. Use Internet to find
current local interest rates and calculate investments
5 Linear Equations and Straight Line Graphs

Lecture:

• Solving linear equations

• Drawing straight line graphs

• Determining the equation of a straight line

Tutorial:

• Working through assessments on pages 96, 100, 137, 143 of required text
6 Simultaneous and Quadratic Equations

Lecture:

• Simultaneous equations

• Quadratic equations

Tutorial:

• Work through assessments on pages 157, 180 of required text
7 Data

Lecture:

• Types of data

• Presentation of data

• Frequency charts and histograms

• Bar charts and pie charts

Tutorial:

• Work through assessments on pages 258, 271 (in particular question 4) of required text.

• Collect data and display on suitable graph. E.g. heights, ages of students, distance from
home to class etc. Find examples of poor presentation of data on the Internet

8 Mean, Mode and Median

Lecture:

• Mean, mode and median

Tutorial:

• Work through assessments on page 279 of required text and old examination questions.

• Students could find the mean, median and mode of some of the following: their ages,
heights, number of children in their family, distance to class, journey time, etc. (follow on
from week 7)

9 Sigma Notation and Standard Deviations

Lecture:

• Sigma notation

• Range and standard deviation of data

• Quartiles

• Summarising grouped data

Tutorial:

• Work through assessments on pages 289, 292,305 of required text.

• Students could find the range, standard deviation and quartile deviation of some of the
following: their ages, heights, number of children in their family, distance to class, journey
time, etc.
10 Probability

Lecture:

• Venn diagrams

• Mutually exclusive and independent events

Tutorial:

• Work through assessments on pages 315, 335, 343 of required text.
11 Time series

Lecture:

• Time series graphs

• Moving averages

• Forecasting

Tutorial:

• Work through assessments on pages 635, 661, 665 of required text
12 Revision and Exam Preparation

• Summary and start of revision plan.

• Work through old examination papers.

Indicative reading

Essential Textbook: Swift, L. and Piff, S. (2005) Quantitative Methods for Business,

Management and Finance 2nd ed. Palgrave.

ISBN-10: 1403935289

ISBN-13: 978-1403935281





1. Understand and use a range of mathematical and statistical rules, concepts and
techniques.

Intellectual Skills

1. Apply a range of mathematical techniques to the solution of well-defined problems.

Practical Skills

1. Ability to present and analyse typical business data.

Assessment Methods:


Examination 100%

Module Title: Introduction to Finance Level: IDB Credits 15


An understanding of basic financial statements and how they are produced is important for
any students wishing to develop their business acumen. This module is designed to introduce
the basic concepts and techniques of business accounting and will consider both the role of
accounting in recording and reporting financial performance (financial accounting) and its
role in providing information to decision-makers (management accounting).

2. Module Delivery

24 12 - - 114 150

Contents

CLASS SUBJECT
1 Introduction to accounting

• An overview of accounting;

• Financial accounting.

• Users of financial statements

• Types of business entity

• Management accounting

• Role of management accounting

• Classifying and reporting costs

• Budgetary information

• Supporting decision making
2 Financial statements

• The balance sheet.

• The income statement.

• The cash flow statements

• Profits gains and losses

• Processing accounting data

• The accounting equation
3 Accounting information for trading businesses

• Accounting for a trading business

• The production of financial statements

4 Non-current assets

• Types of non- current assets

• Depreciation methods

• Accounting for depreciation
5 Current assets

• Types of current asset

• Accounting for

• Inventory

• Receivables

• Prepayments
6 Liabilities

• Types of liabilities

• Accounting for

• Payables

• Accruals

• Provisions

• Debt/loans
7 Producing financial statements

• A review of the accounts production process

• Producing cash flow statements

• An overview of the annual report
8 Classification of costs

• Reasons for classifying costs

• Direct and indirect costs

• Variable and fixed costs
9 Product costs

• Accounting for materials costs

• Accounting for labour costs

• Accounting for overheads

• Overhead analysis sheets

• Absorption bases

• Calculating recovery rates
10 Job costing and stock valuation

• Job costing

• Basic accounting procedures

• Valuation of stock

• Introduction to marginal costing

• Comparing Absorption and marginal costing.
11 Short term decision making

• Short term decisions

• Techniques

• Break even analysis

• CVP analysis

• Decision contexts.
12 Preparing a budget

• What is a budget

• The budgeting process

• Practical example

• Behavioural aspects of budgeting

Indicative reading

Essential Textbook: Weetman, P., (2006) Financial and Management Accounting: An
Introduction, 4th ed. FT Prentice Hall.

ISBN-10: 0273703692

ISBN-13: 978-0273703693

Other Materials www.pearsoned.co.uk/weetman





1. Discuss and explain the scope and objectives of financial accounting and
management accounting.
2. Identify the users of financial accounts and their particular needs.
3. Explain the treatment of non-current and current assets and the processing of
related accounting adjustments. Including depreciation and receivables.
4. Explain the treatment of non-current and current liabilities including the processing
of related accounting adjustments.
5. Discuss the role of management accountants in decision- making.
6. Explain the techniques of absorption and marginal costing.
7. Explain the budgeting process and the behavioural consequences of budgeting.

Intellectual Skills

1. Select appropriate accounting techniques for use in a variety of contexts.
2. Critically analyse the role of financial information in business contexts including
external reporting and decision-making.

Practical Skills

1. Prepare and interpret financial accounting statements for arrange of businesses.
2. Classify costs for the purposes of absorption costing and marginal costing.
3. Prepare and interpret costing statements
4. Prepare and interpret budgetary statements

Transferable Skills

1. Apply quantitative methods in a range of business contexts

2. Manage studies in an effective manner.

3. Make effective use of English.

Assessment Methods:


Examination 100%

Module Title: eBusiness Level: IDB Credits 15


In an increasingly competitive business environment, the adoption of eBusiness technologies
is critical to business survival. In this module students examine how organisations can use all
aspects of eBusiness to create new products and services, reduce the cost of existing
business processes and improve the efficiency and effectiveness of their operations. The
module then explores the typical revenues models that can be adopted, the key role of
eMarketing, the development of business-to-business strategies and the increasing
importance of online auctions and virtual communities. It investigates the various security
threats that can be posed to eCommerce systems and the appropriate countermeasures that
can be adopted. The module also considers various electronic payment systems, and
concludes by reviewing the main components of a business plan for implementing
eCommerce successfully.

2. Module Delivery

24 12 - - 114 150

Contents

CLASS SUBJECT
1 Introduction to eCommerce; Scope of eCommerce, business models, drivers and
identification of opportunities.
2 eCommerce Revenue Models; Range of eCommerce revenue models, both established and
emerging – Research and provide examples of different types.
3 eMarketing Strategies; Develop effective web-based marketing strategies and exploit CRM
– Research a local eMarketing campaign and identify strengths and weaknesses.
4 Advertising and Brand Management; Main options for web-based advertising and
importance of effective brand management – Research successful use of search engine
positioning and provide examples.
5 eCommerce Business to Business Strategies; Use of eCommerce to enhance purchasing
and logistics activities, and the role of EDI – Research developments in EDI on the Internet.
6 Supply Chain Management; Main elements of supply chain management and the potential
efficiencies – Identify key supply chain issues for a large local retailer.
7 Online Auctions; Different types of online auctions and applicability in B2B environment –
Identify local B2B auction and evaluate strengths and weaknesses.
8 Online Marketplaces, Communities and Portals; Overview of different approaches to
developing online communities and associated revenue models – Research a local web
portal and establish the services offered.
9 Security Threats and Countermeasures for End Users; Overview of main security threats
to PC users and the approaches to countering these – Research the major security threats
posed to by worms and Trojan horses.
10 Security Threats and Countermeasures for Enterprises; Overview of the main security
threats posed to eCommerce servers and the approaches to countering these –Identify
three possible threats to an eCommerce server.
11 Payment Systems for eCommerce; Main options for providing payment systems for
eCommerce systems – Research payment systems used on three eCommerce systems.
12 Planning for eCommerce; Planning eCommerce implementation, managing the
implementation and measuring its effectiveness.

Indicative reading

Essential Textbook: Schneider, G., (2007) Electronic Commerce, 7th Ed., Cengage Learning

ISBN-10: 1418837032

ISBN-13: 978-1418837037





1. Describe and explain the meaning and scope of Understanding eCommerce, the
business challenges of introducing eCommerce within an organisation, the main
business and marketplace models, revenue models for electronic trading and new
online communities.
2. Explain the key decisions to be made when developing an eBusiness strategy and
apply these decisions to the development and implementation of a successful
strategy.
3. Describe and explain the importance of eMarketing, the development and
deployment of an eMarketing plan, and the use of customer relationship
management (CRM) to help acquire and retain customers.
4. Describe the various online auction models that can be adopted and how these can
be applied in B2B and B2Cenvironments.

Intellectual Skills

1. Gain an awareness of the main security threats posed to eBusiness systems together
with the appropriate countermeasures, and how to apply these at the end user and
corporate level.
2. Evaluate the main components of supply chain management and the role of
technology in the support of supply chain management.
3. Analyse the actions to be undertaken to identify, plan and implement an eCommerce
initiative, including the payment options; select the most appropriate approach to
hosting the eCommerce site and to measuring the effectiveness of the application.
4. Evaluate the scope for enhancing business processes through the application of web
based technologies and how to apply this in a business-to-business environment.

Assessment Methods:


Assignment 100%

Module Title: Principles of Marketing Level: IDB Credits 15


Marketing is crucial to the success or otherwise of the vast majority of businesses in today’s
markets. An understanding of how to target customers and the strategies necessary to
market products successfully need to be understood. In this module students examine the
role and value of marketing in today’s increasingly competitive and dynamic environment.
The management of the market function is defined in diverse marketing situations. Students
practice marketing principles to analyse, plan, implement and control policies to achieve
marketing and corporate objectives in both profit and non-profit organisations.

2. Module Delivery

24 12 - - 114 150

Contents

CLASS SUBJECT
1 Introduction to Marketing; What is marketing? Managing profitable customer relationships.

2 Understanding the Marketplace; The company’s micro environment, the company’s macro
environment, managing marketing information.
3 Understanding Consumers; Consumer markets and consumer buyer behaviour, business
markets and business buyer behaviour.
4 Segmentation, Targeting and positioning; Market segmentation, target marketing,
Positioning for competitive advantage.
5 Products, Services and Branding; What is a product? Product and service decisions,
branding strategy, services marketing.
6 New Product Development and Product Life Cycle (PLC); New product development
strategy, product life cycle strategies.
7 Pricing Considerations and Strategies; What is price? Factors to consider when setting
price, product-mix pricing strategies, price-adjustment strategies.
8 Marketing Channels and Supply Chain Management; Supply chain and value delivery
network, importance of marketing channels, channel design and management decisions.
9 Integrated Marketing Communication: Advertising, Sales Promotion and Public Relations;
The marketing communications mix, advertising, sales promotion, public relations.
10 Integrated Marketing Communication: Personal Selling and Direct Marketing; Personal
selling, managing the sales force, the personal selling process, direct marketing.
11 Marketing in the Digital Age; Major forces shaping the digital age, marketing strategy in
the digital age.
12 Marketing and Society; Social criticisms of marketing, business actions towards socially
responsible marketing. Summary and revision.

Indicative reading

Essential Textbook:

Essential Textbook: Kotler, P. and Armstrong, G. (2006) Marketing: An Introduction

8th ed. Prentice Hall

ISBN-10: 0131865919

ISBN-13: 978-0131865914

Or

Kotler, P. and Armstrong, G. (2008) Marketing: An Introduction 9 th ed. Prentice Hall

ISBN-10: 1408222000

ISBN-13: 978-1408222003

Other Materials:

Kotler, P. and Armstrong, G. (2006) Principles of Marketing 11th edition. Prentice Hall

Lancaster, G, Massingham, L and Ashford, R (2001) Essentials of Marketing, 4th edition.
McGraw Hill





1. Knowledge and understanding of the established concepts, techniques and practices
of the marketing function.
2. Explain the impact of market and competitor factors on marketing strategy.

Intellectual Skills

1. Evaluate social and ethical issues in marketing.

Practical Skills

1. Use of techniques to interpret management accounting information in order to make
effective pricing decisions.

Assessment Methods:


Examination 100%

ESEI International Business School Barcelona
www.esei.es

info@esei.es

Phone: +34 93 417 46 77

Syllabus International Diploma In Business

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