MKT1002 : Introduction to Marketing

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


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 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 Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture281:0028:00N/A
Guided Independent StudyAssessment preparation and completion160:0060:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00N/A
Guided Independent StudyIndependent study156:0056:00N/A
Jointly Taught With
Code Title
MKT1026Essentials of Marketing - Part 1
MKT1028Essentials of Marketing - Part 2
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 Methods

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

Description Length Semester When Set Percentage Comment
Written Examination901A50Multiple Choice Exam
Written Examination902A50Closed book exam
Exam Pairings
Module Code Module Title Semester Comment
MKT1026Essentials of Marketing - Part 11N/A
MKT1028Essentials of Marketing - Part 22N/A
LMK1002Introduction to Marketing1N/A
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.

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