Study Abroad and Exchanges



MKT1000 : Essentials of Marketing (Inactive)

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


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.

Outline Of Syllabus

Essentials of Marketing (SEM 1)
- The Nature and Scope of Marketing
- Marketing Environments
- Marketing Research
- Consumer Behaviour
- Market Segmentation
- Marketing Mix
- Product Decisions
- Price Decisions
- Place Decisions
- Promotion Decisions
- Branding

Essentials of Marketing (SEM 2)
- Marketing Strategy & Planning
- Service Marketing
- B2B Marketing
- International Marketing
- Digital Marketing
- Social Marketing
- Marketing Ethics
- Relationship Marketing
- Postmodern Marketing
- Case Studies

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture401:0040:00N/A
Guided Independent StudyAssessment preparation and completion160:0060:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Jointly Taught With
Code Title
MKT1008Essentials of Marketing (Semester 1) for Erasmus/Study Abroad students
MKT1009Essentials of Marketing (Semester 2) for Erasmus/Study Abroad students
Teaching Rationale And Relationship

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.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination901A50MCQ
Written Examination902A50MCQ
Assessment Rationale And Relationship

The unseen exams encourage 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.

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