RATIONALE 

Marketing is a fundamental business activity and philosophy, which relates an organisation to its environment and orientates the organisation around the needs of its customers and stakeholders. Marketing is a major component in the management in all business sectors, and managers require a basic understanding of the principles in order to successfully guide their organisations. This module aids in this, and the development of communication and analytical skills which are also important for employment. This module will explore basic marketing principles in industries which are undergoing rapid change, and will underpin aspects of marketing theory that appear in modules at levels 5 and 6. It is also designed to introduce students to fundamental research skills that will underpin success throughout their degree programmes and employment.  

AIMS 

Through the completion of this module students will: 

• Develop a basic knowledge and understanding of marketing, marketing processes and the services marketing mix.  
• Build a framework on which they may choose to develop further marketing knowledge and skills. 
• Cultivate an awareness of marketing in their everyday lives as consumers and to adapt their thinking to that of marketers.    

LEARNING OUTCOMES 

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

1. Explain the nature and scope of marketing, and understand its contribution to business 
2. Understand the importance of systematically gathering information about the marketing environment at the macro- and micro-level, and using this information to develop marketing programmes which respond to customer requirements and their buying processes 
3. Explain the concept of segmentation and the different bases for effective market segmentation within a variety of business sectors 
4. Identify, describe and appreciate the elements of the marketing mix and be able to apply these in relevant business contexts.