Global Opportunities

ACE1053 : Introduction to Marketing

Semester 1 Credit Value: 10
ECTS Credits: 5.0


Marketing is a key factor in business success. On a daily basis we are exposed to a plethora of marketing messages and actively engage in the marketplace and/or marketspace. Often our purchasing decisions are heavily influenced by organisational marketing efforts. We 'display' our favourite brands through the clothes we wear, the cars we drive and the football teams we support. Marketing is everywhere! It is an inescapable feature of our contemporary world. The focus of the module is on the theory and practice of marketing. The module will provide students with insights into the issues and tasks that marketing managers face in complex and dynamic marketplaces (and marketspaces) and the concepts and theories that can be used to inform marketing decision making.

This module This module has been mapped against:
• Chartered Institute of Marketing (CIM) Level 4 Marketing Module learning outcomes numbers 1-6 (out of 6),
• CIM Level 4 Customer Experience module learning outcomes relating to numbers 2, 4, 5 (out of 6)

Outline Of Syllabus

Indicative content:
- Development of Marketing thought and the process of exchange
- Analysis of Marketing Environments
- Marketing Information
- Consumer driven marketing strategy
- Segmentation, targeting and positioning
- Introduction to the Marketing Mix
- Innovation and new product development
- Pricing Decisions
- Marketing Communications
- Marketing channels and retailing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture181:0018:00lecture PiP/SO
Guided Independent StudyDirected research and reading123:0023:00Required preparation and follow up reading from lectures using materials provided
Guided Independent StudyIndependent study159:0059:00Reading and research beyond the course material, including assessment preparation and completion
Jointly Taught With
Code Title
ACE1000Introduction to Marketing and Consumer Behaviour
Teaching Rationale And Relationship

Online lectures convey the key principles of marketing and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting illustrative case studies and stimulating, where appropriate, in-class discussion.
Students will be directed to a range of on-line materials are available for students to practice and consolidate their learning

Assessment Methods

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

Description Length Semester When Set Percentage Comment
PC Examination901A100MCQ
Assessment Rationale And Relationship

Use of computer assessment encourages students to demonstrate their understanding of the subject area without recourse to notes or books. By making all questions compulsory students are forced to confront all aspects of the course material. Multiple choice exams are appropriate for testing a wide understanding of introductory level theory.

The arrangement for study abroad students who are required to depart prior to the semester 1 assessment period is that they will be set a 1500 word essay instead of the end of semester 1 MCQ test.

Reading Lists