Joint-honours information for 2016 entry

Introduction to Marketing

Module N1067

Module details for 2016/17.

15 credits

FHEQ Level 4

Module Outline

This course explores various aspects of the Marketing process, including environmental scanning (including strength, weaknesses, opportunities and threat analysis, competitor analysis, etc), strategic development options, Marketing Mix (traditional and new media), Customer Relationship Management, Sales management and Supplier Management.
Through case study analysis and practical application, this course will enable students to develop an appreciation of the practical applications of various marketing concepts and techniques, and to critically evaluate and select strategic and operational options available to marketing decision-makers to build a sustainable competitive position.
The objective of the course is to provide students with a clear and comprehensive understanding of the key foundational principles of marketing.

Module learning outcomes

Define the principles of marketing and its core concepts.

Demonstrate a fundamental understanding of Marketing and how it is used effectively in Businesses and how it is key in building sustainable competitive advantages.

Be able to apply the various marketing tools and functions and how these interact and contribute to the internal, and external activities of a business, including suppliers, distributors and sales forces.

Evaluate the impact of Consumer and Business buying behaviour.

Coursework components. Weighted as shown below.
Group PresentationT2 Week 9 (10 minutes)100.00%
Unseen ExaminationSemester 2 Assessment70.00%

Submission deadlines may vary for different types of assignment/groups of students.


Coursework components (if listed) total 100% of the overall coursework weighting value.

TermMethodDurationWeek pattern
Spring SemesterWorkshop2 hours111111111111
Spring SemesterLecture1 hour111111111111

How to read the week pattern

The numbers indicate the weeks of the term and how many events take place each week.

Mr James Sutton

Assess convenor

Mr Philip Jarman

Assess convenor, Convenor

Mr Ian Glencross

Assess convenor

Mr Robert Ellis

Assess convenor

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The University reserves the right to make changes to the contents or methods of delivery of, or to discontinue, merge or combine modules, if such action is reasonably considered necessary by the University. If there are not sufficient student numbers to make a module viable, the University reserves the right to cancel such a module. If the University withdraws or discontinues a module, it will use its reasonable endeavours to provide a suitable alternative module.