Principles and Practices of Marketing (Management MSc)

Module code: MN7563

Module co-ordinator: Dr Andrea Davies

Module Outline

This module presents the concepts of marketing in all types of organisations; promotes understanding of interrelationships between the marketing mix elements and an appreciation of marketing in a strategic sense.

At the end of this module students will be able to:

  • Comprehend the relationships between theories in/of marketing and practices in/of marketing
  • Summarise and analyse the foundational principles of marketing and apply these appropriately to a broad range of case studies
  • Comprehend and evaluate the historical development of marketing theory and practice
  • Evaluate the role of marketing within a social context
  • Analyse the role of frameworks in the development of marketing strategy
  • Analyse the nature of a market orientation and evaluate its appropriateness for differing contexts
  • Evaluate the approaches to segmentation and targeting
  • Apply reasoned arguments in the development of an appropriate and sustainable marketing mix
  • Evaluate and apply the foundational models used within marketing to examine customer behaviour
  • Identify and locate the core literature within the marketing discipline and be aware of the literature outside of the discipline that provides commentary on the discipline and marketing practice
  • Employ commercial marketing databases (GMID, Keynote & Mintel) to obtain and evaluate marketing information
  • Work effectively to analyse the marketing components of a case study
  • Present their ideas coherently


  • 5 one-hour lectures


  • Exam, two hours (100%)