Introduction to Marketing (N1067)

15 credits, Level 4

Spring teaching

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 you 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 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 (Take away paper)

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 33 hours of contact time and about 117 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2022/23. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum. We’ll make sure to let you know of any material changes to modules at the earliest opportunity.