This module provides an introduction to marketing fundamentals and provides students with the key concepts and theories of marketing alongside practical examples of how it is undertaken across a range of businesses.
The teaching approach aims to be interactive, dynamic and innovative. Students are required to undertake reading in advance of the class, to undertake quizzes on Moodle, and to participate in activities within the class. Students are encouraged to bring tablets, smartphones and laptops into the classroom environment to ensure they get as much out of the class as possible.
Learning Outcomes
At the end of this module the student will be able to:
L1. Understand the essential features of the marketing concept and the impact of the external environment upon marketing decisions
L2. Demonstrate an awareness of how market segmentation, marketing research and consumer buying behaviour influence marketing decisions
L3. Demonstrate an awareness of how the extended marketing mix is applied across a wide range of organisations and industries
