Aims

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

1. Marketing Fundamentals
2. Marketing Mix Decisions
3. Competition and Marketing
4. Marketing Applications
5. Marketing environments
6. Marketing Strategy
7. Sector Specific Marketing
8. Contemporary Issues in Marketing

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 illustrative case study examples drawn both from the essential text and other cast study sources.

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

Assessment Rationale And Relationship

The multiple choice exam in semester 1 is appropriate for testing knowledge and understanding of key introductory marketing principles.

The examination in semester 2 is a closed book exam and focuses on testing students’ knowledge and understanding of principles of marketing theory and frameworks studied in semester 2 ie strategy and sectoral marketing. The format will be 1 compulsory question (50%) and 2 from 4 questions. This will complement the computer generated MCQ exam in semester 1 which tested knowledge of fundamentals of marketing eg the P’s.