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MKT1026 : Essentials of Marketing - Part 1

Semester 1 Credit Value: 10
ECTS Credits: 5.0


This module provides students with a comprehensive introduction to marketing, its key principles, core concepts. The range of concepts that students will be introduced to include consumer behaviour, market research, the 7P’s of marketing, and current issues. By the end of the module, students will be fully equipped with the knowledge and skills required to undertake the paired module MKT1028 Essentials of Marketing Part 2.

Outline Of Syllabus

1. Marketing and strategy Fundamentals
2. Marketing Mix Decisions
3. Marketing Applications

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture141:0014:00N/A
Guided Independent StudyAssessment preparation and completion130:0030:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00Seminar
Guided Independent StudyIndependent study128:0028:00N/A
Jointly Taught With
Code Title
MKT1002Introduction to Marketing
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.
Formative assessment takes place as follows:
The recommended text for purchase has a companion web site where students can attempt MCQ exercises and monitor performance.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination901A100MCQ Exam
Exam Pairings
Module Code Module Title Semester Comment
MKT1002Introduction to Marketing1N/A
Assessment Rationale And Relationship

The unseen exam 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.

Reading Lists