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LMK1002 : Introduction to Marketing

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


This module provides students with a comprehensive introduction to marketing, its key principles, core concepts and strategic tools. The range of concepts that students will be introduced to include consumer behaviour, market research, the 7P’s of marketing, marketing strategy and environments. By the end of the module, students will be fully equipped with the knowledge and skills required to undertake more advanced marketing modules.

Outline Of Syllabus

- Marketing Fundamentals
- Marketing Mix Decisions
- Competition and Marketing
- Marketing Applications
- Marketing Strategy
- Sector Specific Marketing
- Contemporary Issues in Marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture301:0030:00N/A
Guided Independent StudyAssessment preparation and completion160:0060:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00N/A
Guided Independent StudyIndependent study154:0054:00N/A
Teaching Rationale And Relationship

Lectures convey the key principles of marketing strategy and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting case studies and stimulating, where appropriate, in-class discussion.

The lectures will be a combination of the explanation of key principles and theory and illutrative case study examples drawn both from the essential text and other cast study sources.

Lectures are supported by online MCQ’s where students can practise and test their understanding of the lecture material.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination901A50Multiple Choice Exam
Written Examination02A50N/A
Exam Pairings
Module Code Module Title Semester Comment
Assessment Rationale And Relationship

The multiple choice exam is appropriate for testing knowledge and understanding of key introductory marketing principles.

The individual assignment is appropriate for testing a broader understanding of introductory level strategic and analysis of marketing theory applied to organisations.

SEMESTER ONE ONLY STUDY ABROAD: The examination assessment would need to be taken earlier, in the designated early exam period to be managed by exams office

Reading Lists