School of Business and Management

Introduction to Marketing and Communications (BUS101)

Semester: A
Level: 4
Module code: BUS101
Module organiser: Dr Darryn Mitussis

Module overview

This module introduces you to a critical appreciation of key principles of marketing theory and practice, in their application in both commercial and non- commercial sectors, domestically and internationally. The module aims to provide a foundation for further study by engaging critically with relevant academic research in marketing and consumer studies, with an emphasis on marketing communication, as well as with practical case material. Marketing is considered from a broad and multi-disciplinary perspective taking into account its cultural context in a convergent media and marketing environment, and as a site in which issues of cultural values, identity and commercial imperatives are played out.


  • 40% coursework
  • 60% examination

Indicative reading list

Core textbook:

  • Baines, P., Fill, C., and Page, K.(2011), Marketing, 2nd edition, Oxford: Oxford University Press.

Supporting reading:

  • Brown, S. (1995), Postmodern marketing, London: International Thomson Business Press.
  • Brownlie, D., Saren, M., Wensley, R., and Whittington, D. (ed.) (1999), Rethinking marketing: Towards critical marketing, London: Sage.
  • Ellis, N., Fitchett, J., Higgins, M., Jack, G., Lim, M., Saren, M. and Tadajewski, M. (2011), Marketing: A critical textbook, London: Sage.
  • Hackley, C. (2009), Marketing: A critical introduction, London: Sage.
  • Holt, D.B. (2004), How brands become icons: The principles of cultural branding, Boston, MA: Harvard Business School Press.
  • Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A., and Catterall, M. (2007), Critical Marketing: Defining the field, Oxford: Butterworth-Heinemann.
  • Schroeder, J.E. and Salzer-Mörling M. (2006), Brand culture, New York: Routledge.
  • Tadajewski, M. and Brownlie, D. (2008) (eds.), Critical Marketing-Issues in Contemporary Marketing, London, Wiley.