Introduction to Marketing (N1067)

15 credits, Level 4

Spring teaching

Introduction to Marketing explores various aspects of the marketing process, including environmental scanning (assessing strengths, weaknesses, opportunities, threat analysis, and competitor analysis), strategic development options, marketing mix (traditional and new media), customer relationship management (CRM), sales management and supplier management.

Through case study analysis and practical application, you will develop an appreciation of the practical applications of various marketing concepts and techniques, and learn to critically evaluate and select strategic and operational options available to marketing decision-makers to build a sustainable competitive position.

The objective of this module is to provide you with a clear and comprehensive understanding of the key foundational principles of marketing.


33%: Lecture
67%: Practical (Workshop)


30%: Coursework (Group presentation)
70%: Examination (Unseen examination)

Contact hours and workload

This module is 150 hours of work. This breaks down into 36 hours of contact time and 114 hours of independent study.

This module is running in the academic year 2017/18. We also plan to offer it in future academic years. It may become unavailable due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of such changes to modules at the earliest opportunity.


This module is offered on the following courses: