Marketing Theory

Module code: MN7282

Module co-ordinator: Professor James Fitchett

Module Outline

This module introduces the main theoretical assumptions and debates that surround marketing to consider how it has developed and grown into the discipline that we recognise today. You will consider the relative value of theory compared with practical experience to examine the marketing concept and marketing orientation; the value of generic models in marketing (including the marketing mix framework); the scope and domain of marketing in, for example, its application in the public and not-for-profit sectors; possible future directions in markets and consumer society; and the potential impacts on future marketing practice.


  • 20 one-hour lectures
  • Two one-hour seminars


  • Exam, two hours (100%)