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The University of Southampton

MANG6256 Introduction to Marketing

Module Overview

The module is designed to consider marketing and its history and development through the ages towards the current technology age. It defines the scope and role of marketing within an organisation giving a sound appreciation of the values and functions of marketing. This then lays the platform for how value is created for shareholders and customers using the marketing mix. It emphasises marketing role to short and long term value creation and how this approach affects marketing planning and decision making.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

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

  • the role of marketing and the development of marketing as a science, current themes and practices;
  • the principals of value creation for shareholder value, and also customer value;
  • an appreciation of value – based marketing identifying marketing strategies (strategic and tactical levels) for growth and the drivers for the creation of value.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • critically evaluate the role of marketing within an organisation;
  • assess the core elements of marketing;
  • explain concepts of value creation in marketing terms for shareholders and customers;
  • evaluate and articulate the marketing activities, functions, its role, purpose and outcomes.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • demonstrate an understanding of basic fundamentals of marketing and its evolution, and the application of theory and practice in the work place;
  • conduct critical analysis and provide marketing options/solutions to solve business problems.
Subject Specific Practical Skills

Having successfully completed this module you will be able to:

  • demonstrate the ability to persuade, convince and argue effectively marketing issues;
  • manage tasks effectively related to marketing;
  • demonstrate how marketing can add shareholder and consumer values through its market place actions.
Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

  • contribute to marketing discussion, planning and implementation;
  • assess the elements that create shareholder and customer value within a business;
  • execute and deliver basic marketing activity for an organisation.


The module will provide a background to marketing theory and practice and the impact of technology as an enabler in marketing. It will also identify the value drivers that can be created using the marketing mix that provides growth and shareholder and customer value, which in turn supports a viable business.

Learning and Teaching

Teaching and learning methods

Teaching methods include: • Lectures from internal and external specialists and practitioners • Group and individual tutorials as appropriate • Active engagement • Availability of a module handbook, slides, journals and books for research and analysis Learning activities include: • Student led discussion and debate • Case studies/problem solving activities • Private study • Group project work

Independent Study126
Total study time150

Resources & Reading list

Journal of the Academy of Marketing. Journal

Marketing Science. Journal

Blythe, J (2008). Principals and Practice of Marketing. 

Kolter & Keller (2016). Marketing Management. 

Baines, P., and Fil, C (2014). Marketing. 

Capon, N., and Mac Hulbert, J (2008). Marketing in the 21st Century. 

Journal of Marketing. Journal

European Journal of Marketing. Journal



Class discussions


MethodPercentage contribution
Examination  (3 hours) 70%
Group project report  (2000 words) 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 reading 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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