UNIVERSITY OF WARWICK 
IB148: Principles of Marketing 
Credit Value: 15 
Comprehensive Revision Guide and Course Notes 2025 
 
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University of Warwick - Principles of Marketing (IB148)

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ACADEMIC YEAR 2024 - 2025

University	University of Warwick
Department	Warwick Business School
Module Code	IB148
Module Name	Principles of Marketing
Notes Title	Comprehensive Revision Guide and Course Notes
Page Length	129

This comprehensive revision guide for IB148: Principles of Marketing at the University of Warwick provides students with the essential tools to excel in the module. Covering all topics, it includes clear explanations, illustrations, and worked examples to foster a deeper understanding and application of key concepts. Logically structured, the guide highlights important theories and methods, supplemented with practical examples to ensure effective application. Updated to reflect current learning objectives, it equips you with the skills and knowledge needed to succeed in this module.

This module, IB148: Principles of Marketing introduces students to essential marketing principles and their application in organisational contexts. It explores fundamental theories, key approaches, and contemporary challenges in marketing while emphasising the critical analysis of traditional frameworks and practices. The syllabus covers a wide range of topics, including marketing and strategy, consumer behaviour, segmentation, targeting, positioning, and the marketing mix, alongside business ethics, corporate social responsibility (CSR), and sustainable marketing. Students will also gain insights into strategic planning, the impact of the business environment on company strategy, and marketing research methods. By the end of the module, students will have a solid understanding of core marketing concepts, models, and debates, positioning this knowledge within the wider fields of business and management.

MODULE CODE	MODULE NAME
EC106	Introduction to Economics
EC108	Macroeconomics 1
EC122	Statistical Techniques A
EC124	Statistical Techniques B
EC203	Applied Econometrics
EC226	Econometrics 1
EC238	Economics 2: Microeconomics
EC239	Economics 2: Macroeconomics
EC306	Econometrics 2
IB114	Financial Management
IB132	Foundations of Finance
IB133	Foundations of Accounting
IB146	Accounting for Business
IB148	Principles of Marketing
IB232	Issues in Management Accounting
IB234	Financial Reporting 2
IB235	Finance 1: Financial Markets
IB236	Finance 2: Corporate Finance
IB253	Principles of Finance 1
IB254	Principles of Finance 2
IB359	Derivatives and Risk Management
IB3J8	Banks and Financial Systems

University of Warwick - Principles of Marketing (IB148)

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