Module Information

Module Identifier
Module Title
Academic Year
Semester 1

Course Delivery

Delivery Type Delivery length / details
Lecture 10 x 2 hours


Assessment Type Assessment length / details Proportion
Semester Assessment Group report limited to 2,000 words  20%
Semester Exam 2 Hours   80%
Supplementary Assessment Individual report limited to 2,000 words  20%
Supplementary Exam 2 Hours   80%

Learning Outcomes

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

  • Provide an understanding of marketing principles.
  • Provide an understanding of the role of marketing within a business.


The course aims to establish an understanding of the Marketing function. It takes students through the Marketing process while establishing the principles that underpin aspects of Marketing.

The emphasis throughout is on the application to current business issues and practice. Students will be encouraged to read around the subject with a focus on current articles to show the reality of the issues and the challenges organisations face.

Brief description

Marketing is a fundamental business philosophy. The Marketing discipline underpins the commercial activities of all businesses. It provides a structure within which businesses respond to their customers' needs and wants. It is an essential tool for the manager of any business. This module introduces the essential components of marketing and the principles on which marketing is based.


The Role of Marketing
The role of marketing within business and the commercial environments.

The Marketing Environment
Those factors that influence a business in its micro and macro environments.

Marketing Information
The process of market research and environmental scanning. The data collection and analysis process.

Consumer Behaviour
The identification of the market and customer. The factors influencing consumer behaviour. Behavioural differences in business-to-consumer and business-to-business markets.

Market Segmentation
The basis for market segmentation. The importance of market segmentation in product positioning.

Marketing Mix
Managing the marketing mix and marketing mix elements. The organisational role of the marketing mix.

Reading List

Should Be Purchased
Baines, Paul (c2008.) Marketing /Paul Baines, Chris Fill, and Kelly Page. Oxford University Press Primo search
Recommended Text
Blythe, Jim (July 2007) A Very Short, Fairly Interesting and Reasonably Cheap Book about Studying Marketing A very good text for a quick overview of the whole subject. SAGE Publications, Limited Primo search Brassington, Frances. (2005.) Essentials of Marketing /Frances Brassington and Stephen Pettitt. FT Prentice Hall Primo search Jobber, David (2003.) Foundations of marketing /David Jobber and John Fahy. McGraw-Hill Primo search Kotler, P, Wong, V, Saunders, J & Armstrong, G (2005.) Principles of Marketing /Philip Kotler ... [et al.]. 4th edition Pearson/Prentice Hall Primo search Lancaster, Geoffrey (2002.) Marketing :the one-semester introduction /Geoff Lancaster and Paul Reynolds. Butterworth Heinemann Primo search Lancaster, Geoffrey A. (2004.) Marketing /Geoff Lancaster and Paul Reynolds. 2nd edition Palgrave Macmillan Primo search
Recommended Consultation
European journal of marketing. MCB Publications Ltd. Harvard business review. Harvard University, Graduate School of Business Administration. International journal of research in marketing. North-Holland. (1993-) Journal of international marketing. Michigan State University Press ([1985-]) Journal of marketing management. Westburn Publishers Primo search Journal of marketing. American Marketing Association. (c1983-) The journal of consumer marketing. Grayson Associates


This module is at CQFW Level 7