Business and management studies

Introduction to Marketing

Module code: N1067
Level 4
15 credits in spring semester
Teaching method: Workshop, Lecture
Assessment modes: Unseen examination, Coursework

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.

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.