Marketing Essentials

Module code: MARK 1800

Module description

The module offers students a comprehensive introduction to the broad subject area that is marketing. The aim is to give successful students an understanding of the breadth of marketing theory; brought to life by illustrating its practical applications.

Successful students will be able to demonstrate an ability to work with the following core marketing concepts:

  • The marketing concept and its functional orientation
  • The marketing environment and making sense of markets
  • Buyer behaviour and Marketing research
  • Market segmentation, targeting and positioning
  • Marketing mix planning - including Products, Services, Pricing, Distribution and Communications
  • Managing marketing
  • Contemporary challenges facing marketers - e.g. e-marketing, ethics and globalisation

The course will provide students with an understanding of how these parts fit together, along with the basic skills needed to get off to a flying start with their studies in the more specialised marketing topics in subsequent years. As a core module in marketing related degrees, a key theme is to illustrate the decisions that face practitioners in their day-to-day work. The module encourages students to reflect on how they would handle such situations in their future careers

Contact hours per student per year

  • Lectures: 22 hours
  • Tutorials: 11 hours


  • Individual report (1250 words): 50%
  • Individual coursework (1250 words): 50%

Additional costs:  No extra costs other than purchase of books