Skip to main content
Courses / Modules / MANG6256 Introduction to Marketing

Introduction to Marketing

When you'll study it
Semester 1
CATS points
ECTS points
Level 7
Module lead
Allan Williams
Academic year

Module overview

This module introduces you to the scope and role of marketing within an organisation and the dynamic business environment in which it operates. Key components of the macro and micro environment are identified giving students the knowledge and skills required to analyse and interpret key stakeholders, e.g. customers and competitors. This lays the foundation for how value is created for shareholders and customers using the marketing mix.