The marketing module is designed to provide students with an understanding of the fundamental concepts of marketing.  In doing so, the course equips students with basic theory, skills and essential tools to allow application of the marketing principles within the wider business environment.

A. Knowledge and Understanding:

• display knowledge of the marketing concept and its role within organisations
• understand the interaction between the firm and its environment and recognise and evaluate the impact that specific environmental, market and organisational contexts have upon marketing principles and marketing practice.
• recognise the importance of understanding customers and researching markets
• identify the role and processes of market segmentation, targeting and positioning
• apply the fundamental marketing mix (product, promotion, price and place) elements to consumer contexts
• show an awareness of alternative approaches to marketing such as services marketing.

B. Intellectual Skills:

• understand, explain and apply elements of the marketing audit in a contemporary business environment
• understand, explain and apply elements of the marketing mix in a contemporary business environment

C. Discipline Specific Skills:

• the ability to undertake an internal and external analysis leading to a qualified and quantified SWOT analysis

D. Transferable Skills:

• research skills
• intellectual skills (analytical, synthesizing skills)
• communication skills (written and oral)
• organisational skills (taking initiative, time-management)

The module has 44 hours of contact time comprising traditional lectures that incorporate practical examples and interactive quizzes and occasional tutorials.  The tutorials are designed to provide assessment support. The lecture programme is supported by electronic handouts and a structured reading list. Suggestions for further reading will be provided within the course focusing on textbooks and journal articles. Lectures are aimed at demonstrating a link between academic theory and practical application.

Indicative study hours:   200

The assignment evaluates students' ability to analyse and apply basic marketing concepts and approaches within practical contexts.

The examination is designed to test students' knowledge of marketing together with an assessment of their ability to analyse and apply this understanding to specific contexts and problems.

The marketing concept. The marketing environment. The marketing plan.  Consumer behaviour. Introduction to marketing research. Introduction to market segmentation, targeting and positioning.  Global Marketing.  The Marketing Mix - Product, Promotion, Price and Place.

Kotler, P. et al. 2016. Principles of marketing. 7th European ed. Harlow: Pearson.
Available at Aberconway library.

Jobber, D. and Ellis-Chadwick, F. 2016. Principles and practice of marketing. 8^th ed. Maidenhead: McGraw-Hill Higher Education. 
Available at Aberconway library. 

Brassington, F. and Pettitt, S. 2006. Principles of marketing. 4^th ed. Harlow: Financial Times Prentice Hall. Available at Aberconway library.