Principles of Marketing

Module code: MN1002

So you've got a brilliant idea for a product; great, but how are you going to get people to buy it? What exactly goes into someone purchasing your product?

Often, it's solely down to successful marketing, and this module will introduce you to the principles behind bringing products or brands to market.

By the end of this module, you'll be able to describe the principles of marketing and work in teams to apply them to a broad range of case studies. You'll feel comfortable critically analysing the historical development of marketing theory and practice. You'll be able to explain the role of frameworks in the development of marketing strategies. You'll be capable of assessing the nature and appropriateness of a market orientation for differing contexts. In addition, you'll be able to identify the importance and approaches to segmentation and targeting.

Learning

  • 20 hours of lectures
  • 8 hours of seminars
  • 122 hours of guided independent study

Assessment

  • Group assignment (50%)
  • Exam, 11/2 hours (50%)