There are no pre-requisites for this module to be added

This module aims to provide you with an introduction to the core principles of marketing and its importance within contemporary business practice. In doing so, the module explores a number of key issues including the role of effective marketing planning and implementation, the influence and importance of the macro and micro business environment, the importance of marketing research and understanding consumer behaviour, the importance of segmentation, targeting and positioning, and the overall process involved in the creation, delivery and management of customer value (i.e., the Marketing Mix). You are required to critically engage with the course material to formulate and communicate independent arguments regarding the strategic implications of various forms of marketing practice. You are also encouraged to problematise and critically reflect upon the societal impact of marketing.

LO1 Describe the kinds of activities conducted by marketers.
LO2 Discuss key marketing concepts and techniques.
LO3 Understand how to apply marketing concepts and techniques in various situations and business contexts.
LO4 Demonstrate the ability to work effectively in a group.
LO5 Demonstrate the ability to communicate orally in a professional manner
LO6 Recognise the impact of marketing and business activities on society