Gwybodaeth Modiwlau

Module Identifier
Module Title
Marketing Principles
Academic Year
Semester 1
Also available in
Other Staff

Course Delivery

Delivery Type Delivery length / details
Workshop 4 x 1 Hour Workshops
Lecture 22 x 1 Hour Lectures
Seminar 4 x 1 Hour Seminars


Assessment Type Assessment length / details Proportion
Semester Exam 2 Hours   Unseen written examination  80%
Semester Assessment Coursework and seminar participation  20%
Supplementary Exam 2 Hours   Unseen written examination  Repeat failed element  80%
Supplementary Assessment Coursework  Repeat failed element or equivalent  20%

Learning Outcomes

On successful completion of this module students should be able to:

* Discuss marketing practice and its role in organisations.

* Describe the inter-disciplinary nature of marketing as an academic study of practice.

* Identify and discuss common social, environmental and ethical criticisms that are commonly directed at the marketing discipline.

* Explain analytical models of the consumer buying process and assess their implications for solutions to B2C marketing problems.

* Explain analytical models of the business buying process and assess their implications for solutions to B2B marketing problems.

* Discuss marketing problems by applying the principles of market segmentation, targeting and positioning.

* Identify the basic principles of Marketing's '4Ps' and of their integration in a 'marketing mix' that determines the competitive positioning of a product.

* Assess the limitations of simple marketing principles, and identify other challenging issues that must be addressed by marketing academics and practitioners.


This module aims to provide students with an introductory foundation to marketing. It introduces students to the principles of marketing, both as practice and as the academic study of practice. Students are informed about the foundational concepts of marketing as well as exposed to critical modes of understanding the practice of marketing.

Brief description

This module aims to develop your understanding of the history and nature of marketing as an academic subject, and of how marketing knowledge can be applied to real world phenomena and problems in business and society.


  • The nature of Marketing: practice and the academic study of practice
  • The Marketing environment
  • Social responsibility and ethics in Marketing
  • Consumer buying behaviour
  • Business buying behaviour
  • Market segmentation, targeting and positioning
  • Product design and branding
  • Pricing
  • Promotion and the Marketing Communications Mix
  • Place
  • Where Marketing goes from here: relationships; management; contexts

Module Skills

Skills Type Skills details
Application of Number Insignificant in this module.
Communication Students will develop written communication skills when submitting written work for seminars and in the exam. Listening and speaking skills will be developed in lectures and seminars.
Improving own Learning and Performance Students will need to devise and apply realistic learning and self-management strategies.
Information Technology Students will be expected to use a word-processor to prepare their written work for seminars. Students will be expected to use e-mail and Blackboard.
Personal Development and Career planning Marketing is a subject that is strongly related to practice, and so it is inevitable that students will develop knowledge and communication skills relevant to career planning.
Problem solving In lectures and in seminars students will be presented with simple cases of situations that marketing managers or regulators might face, and be asked to suggest alternative solutions and decide which is best.
Research skills Students develop library search skills, for use in writing coursework.
Subject Specific Skills Students will develop cognitive skills in framing problems from a Marketing perspective. They will develop oral and written communication skills in the use of specifically-Marketing concepts and language.
Team work No team work is required in this module.


This module is at CQFW Level 4