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MKT1028 : Essentials of Marketing - Part 2

Semester 2 Credit Value: 10
ECTS Credits: 5.0


To provide students with a succinct introduction to the main principles of marketing strategy, including marketing in different environments. This module follows on directly from MKT1026.

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 Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion130:0030:00N/A
Scheduled Learning And Teaching ActivitiesLecture141:0014:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00Seminars
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 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 case study sources.
Small group teaching allows the opportunity for further discussion; elaboration and case study analysis.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination902A100Closed book exam
Exam Pairings
Module Code Module Title Semester Comment
MKT1002Introduction to Marketing2N/A
Assessment Rationale And Relationship

The examination 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.

Reading Lists