RATIONALE

This module aims to familiarise students with the basic concepts and principles of marketing. It provides an introduction to how marketing plays a crucial role in organisations, aiming to give students an understanding of marketing's role in a competitive and ever-changing business environment to achieve organisational goals and objectives. 

AIMS

The main aim of this module is to help students to comprehend the below marketing concepts:

• Marketing strategies
• The marketing mix (product, price, place and promotion)
• Influences on target market and segmentation
• Relationship marketing

LEARNING OUTCOMES

On successful completion of this module, students will be able to:

1. Demonstrate knowledge of Marketing's basic concepts and principles;
2. Indicate their understanding of the main Marketing topics included in this module through their formative and summative submissions, and use overall contemporary information and material on Marketing theories to develop academic work, individually and collaboratively;
3. Provide and describe workplace examples related to Marketing concepts.