Aims
This module is the first in a series that deals withthe theoretical and methodological core of marketing, with the implications of marketing for management and business organisation in a chnaging environment.
The aim is for students to become confident, motivated and capable of developing their personal understanding and skills in the theory and practice of Marketing.

Learning outcomes
On successful completion of this module students will:

• have a clear understanding of the key concepts of Marketing, and of how these concepts are related to each other within theoretical frameworks;
• have developed skills in the descriptive application of marketing theory - by using it to describe and try to understand the marketing behaviour of consumers and firms
• have developed skills in the prescriptive application of marketing theory - by using it to evaluate and make recommendations about the marketing behaviour of consumers and firms