Global Opportunities

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, current issues, its key principles, core concepts and strategic tools. The range of concepts that students will be introduced to include Marketing Communications, consumer behaviour, market research, the 7P’s of marketing, marketing strategy and marketing environments. By the end of the module, students will be equipped with the basic knowledge and skills required for further marketing modules that they may study.

See MKT1002 for more details

Outline Of Syllabus

1. Marketing Principles
2. Buyer Behaviour
3. Segmentation, Targeting and Positioning
4. The Marketing Mix

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture71:007:00PIP Lectures
Scheduled Learning And Teaching ActivitiesLecture71:007:00Synchronous Online Lectures
Guided Independent StudyAssessment preparation and completion130:0030:00Multiple Choice Exam Preparation and Completion
Guided Independent StudyDirected research and reading331:0033:00Based on approximately 3 hours per teaching week (3x11)
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00PIP Seminars
Guided Independent StudyIndependent study171:0017:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time31:003:00Discussion Boards via VLE
Jointly Taught With
Code Title
MKT1002Introduction to Marketing
Teaching Rationale And Relationship

Lectures convey the key principles of marketing strategy and give the opportunity for further reading and researching to take place. They provide the best format for introducing new theory and presenting case studies.

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 case study sources.

These will be supplemented by the small group teaching sessions for working on various case studies linked to the lectures to allow students to apply their knowledge and learning. Students are also expected to work unsupervised and present their work in these sessions/and discussion boards to the tutor.

The recommended text linked provides students with the resources to supports the Lectures through material such as mini cases, online MCQ’s where students can practice 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
PC Examination601A100Multiple Choice Exam will be set as in class assessment via Canvas at the end of Semester 1 by the Module Leader
Exam Pairings
Module Code Module Title Semester Comment
MKT1002Introduction to Marketing1Same Multiple Choice Exam as MKT1002 via Canvas
Formative Assessments
Description Semester When Set Comment
PC Examination1MStudents will complete mock MCQ's throughout S1 as formative assessments via Canvas the ebook
Assessment Rationale And Relationship

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

The assessment activity will encourage students to identify and effectively use information from a variety of sources, including the lectures and small group teaching but also the guided learning they are directed to within the module. The assessment activity, therefore, directly and explicitly relate to the intended learning outcomes of the module.

In the case of an alternative assessment for semester 1 (100% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

Formative Assessment:

For S1 : an online mock MCQ exam (via the VLE) will take place in Seminar 1 as the formative assessment.

SEMESTER ONE ONLY STUDY ABROAD: the MKT1026 module is linked to the MKT1002 module and these students will only do S1 assessment - not S2 as this is an S1 module, therefore they will only be assessed using the MCQ in S1

Reading Lists