Fundamentals of Marketing

Gain a thorough understanding of all the basic principles of marketing with this module – ideal preparation for future modules, where you'll build on this knowledge.  You’ll assess the role of the marketing mix and learn about core marketing concepts, constructs and methods, such as market segmentation, targeting and positioning. You'll also cover essential areas such as product policy, pricing strategy and distribution.

What does the module cover?

Gain an understanding of the marketing process. Critically analyse the key aspects of the marketing environment. Critically assess the role of the marketing mix within the context of marketing decision-making. Evaluate and apply appropriate marketing tools (analytical and conceptual frameworks) to different marketing contexts. Examine and develop solutions to identified marketing problems, applying appropriate problem-solving and decision-making skills.

More Information

Module Code:

SM2019

Key topics

• The Marketing Concept
• The Marketing Environment and Analysis
• Market Segmentation, Targeting and Positioning
• Product Policy: Product Life Cycles and Product Portfolio
• Pricing Strategy: Internal and External Influences and Some ‘Practical’ Approaches
• Distribution: Its Role as a Marketing Variable
• Introduction to Marketing Communications and Customer Relationships
• Introduction to Services Marketing: The Extended Marketing Mix

Pre-requisites

None

Number of credits & study time

20 credits / 200 hours

Assessment

You’ll complete a project of around 2,000 words and worth 50% of your grade, and a 2 hour closed-book exam also worth 50% of your grade.  Please note that there are additional assessment fees for each module.