Course Co-ordinator: Mr R Williams

Pre-requisite(s): None.

1. Marketing Concept: Introduction to key principles underpinning the modern concept of marketing. Comparison with other organisational orientations. Identification of key marketing tasks.


2. Marketing Environment: Contextualisation of the marketing function. Impact of environmental factors on marketing activities. Relationship between the marketing organisation and its customers. Influences on consumer behaviour.


3. Marketing Mix: Introduction to the core marketing tools. Address market research, product management, managing distribution, promotion and pricing. Develop an integrated perspective on marketing.


4. Marketing in Practice: Examines examples of marketing successes and failures. Highlights the centrality of effective information management in the marketing process.

3 one-hour lectures per week and 1 one-hour tutorial every two weeks.

1st Attempt: 1 two-hour written examination (80%); in-course assessment (20%) consisting of a (10%) group presentation; and a (10%) group report (1,000 words).

Resit: 1 two-hour written examination (100%).