Introduction to Marketing

Learning Outcomes

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• appraise and apply a range of approaches to decision making from a marketing management perspective;
• effectively persuade, convince and argue marketing issues;
• apply marketing theory to practice;

Knowledge and Understanding

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

• Essential marketing concepts and frameworks that provide effective solutions for marketing management in contemporary organisations;
• the complexity of the competitive environment and its implications for marketing decisions and activities;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• critically analyse marketing and management problems;
• select and apply appropriate marketing tools and techniques for approaching a particular problem and then reflect upon the selected approach to refine decision-making and analytical skills;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• provide marketing options/solutions to solve business problems;
• debate the fundamentals and evolution of marketing, whilst applying theory to practice;
• communicate ideas and arguments fluently and effectively;

Topics covered in this module will include:

• Market Research
• Business Environment
• Strategy
• Segmentation, Marketing and Positioning
• Marketing Mix

Teaching and learning methods

This module will be delivered through a blend of different T&L methods, including:

• Lectures
• Student led discussion and debate
• Guest lectures from internal and/or external specialists/practitioners
• Private study (using books, journals and databases for research and analysis)

Resources & Reading list

Journal Articles

You are also expected to supplement your reading from academic and practitioner publications such as:.

Textbooks

Kotler, P., Keller, K., Goodman, M., Brady, M. and Hansen, T. (2020). Marketing Management. Pearson: Harlow.

Kolter, P T. Armstrong, G. Harris, L.C. and He, H. (2020). Principles of Marketing. Pearson: Harlow.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Repeat Information

Repeat type: Internal & External