Principles of Marketing (Undergraduate)

• Credit value: 15 credits at Level 4
• Convenors: Dr Peter Trim and Dr Wendy Hein
• Assessment: coursework of 3500 words (100%)

This module aims to build a foundation around core strategic and tactical marketing issues. You will develop an understanding of what marketing is all about and appreciate how it has evolved over the years. By the end of this module, you will be able to use a situation(al) analysis to make marketing decisions. In the process, you will develop marketing insight.

Indicative syllabus

• Segment markets
• Identify appropriate target markets for different products
• Build an engaging positioning so that products are attractive to their target markets
• Effective marketing mix
• Functional and psychological aspects of products
• Pricing products
• Promotional activities
• Marketing services

By the end of this module, you will be able to understand the fundamental importance and role of marketing in organisations, while linking theory and practice to:

• outline the classical marketing approach and recent developments
• describe the basic features of the business environment
• identify marketing opportunities
• understand buyer behaviour and apply a customer focus
• analyse marketing segmentation and positioning
• discuss the need for a professional approach to marketing (including areas such as product and branding, pricing, managing distribution and crafting a promotion strategy)
• evaluate the impact of new technologies and globalisation on the marketing function.

In addition, you will have gained an understanding of:

• the application of marketing principles and practices 
• the evaluation of marketing issues 
• the capacity to outline marketing plans and activities 
• how to discuss and communicate marketing-oriented problem-solving skills within groups.