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The University of Southampton

MANG1015 Introduction to Marketing

Module Overview

The module introduces you to the basic concepts of marketing and explains its function in today’s business environment. You will discuss principal theory and practice of marketing and how marketing builds value to the firm and the customer, with examples and assessment work. The outcomes from the module is to provide students with a grounding of the role and importance of marketing and provide basic skills enabling the student to analyse and consider marketing problems and opportunities.

Aims and Objectives

Module Aims

This Introduction to Marketing module will do exactly what it says; introduce you to the fundamental concepts of marketing. Marketing, as an important and dynamic business function, acts as the interface between business and customers, and is about much more than advertising. It is about everything to do with customers. By introducing you to marketing, this module will lay the foundation for future marketing modules that you will study and even a future career in marketing.

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • The changing business environment within which marketing operates.
  • Marketing principles in a wide variety of contexts.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • Evaluate and apply components of the marketing mix
  • Explain a course of action based on relevant marketing theories/frameworks.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • Define and summarise marketing concepts.
  • Demonstrate effective oral and/or written communications.


• Introduction to Marketing • Market Research • Strategic & Tactical Marketing Decisions • Marketing Mix • Services Marketing • Future in Marketing

Learning and Teaching

Teaching and learning methods

Weekly lectures introducing topics and classes that investigate the topics in more depth. The module will run from Weeks 1-12. There will be one lecture (2 hours) and one class (1 hour) per week.

Preparation for scheduled sessions20
Wider reading or practice30
Follow-up work40
Total study time150

Resources & Reading list

Baines, P., Fill, C. and Rosengren, S. (2017). Marketing. 

Kotler, P., Armstrong, G., Harris, L.C. & Piercy, N. (2017). Principles of Marketing. 



Lectures and Seminars


MethodPercentage contribution
Examination  (2 hours) 70%
Group presentation  (15 minutes) 30%


MethodPercentage contribution
Examination  (2 hours) 100%


MethodPercentage contribution
Examination  (2 hours) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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