Introduction to Marketing

Module code: MK1003

This module explores the issues of creating, communications, and delivering value in competitive markets.  You will examine how organisations identify customer needs and translate them into compelling offerings.  The importance of customer-centric strategy is emphasised throughout.  Marketing is positioned as both a strategic and operational function.

You will be guided through the theories and concepts associated with market research, segmentation, targeting, positioning, and the marketing mix.  You will explore branding, pricing strategies, distribution channels, and promotional techniques.  Foundational marketing frameworks are applied to contemporary case studies.  The role of data and analytics in marketing decision-making is introduced.

It will help you to understand how marketing strategy supports organisational growth and competitive advantage.  You will develop analytical skills to assess market opportunities and consumer behaviour.  Practical exercises enhance your ability to design coherent marketing plans.  Critical reflection on ethical and sustainable marketing practices to encouraged.

In this module you will consider how globalisation, digital transformation, and cultural diversity influence marketing strategy.  You will examine consumer psychology and decision-making processes.  The balance between standardisation and adaptation in international markets will be explored.  By the end of the month, you will appreciate marketing as a core driver of organisational success.