Marketing Theory & Practice

Module code: MARK 5000

Module description

The Marketing Theory and Practice module is aimed at students with no prior knowledge of marketing. As such, it is designed to guide participants through the fundamental concepts of marketing, and how they are applied in practice. In particular, it aims to provide students with a theoretical and practical knowledge of fundamental marketing theories, concepts and analytical tools. It also explores the central tasks of marketing management, and introduces students to key marketing tools, such as the elements of the marketing mix.

The module makes use of case studies to explore fundamental, analytical marketing tools and their application to the marketing decision-making process. Comprehension, verbal reasoning and presentation skills will be enhanced as different viewpoints are proposed and defended, in discussions and presentations to other students in class.

Contact hours per student per year

  • Seminars: 36 hours


  • Individual: 40%
  • Coursework: 60%

Additional cost: No extra costs other than purchase of books