Course information

Module Description 

This module is a first-year foundation module in marketing and intended to introduce students to the subject. The module does not assume that the students have any prior knowledge about the subject. However, an interest in and awareness of marketing practice issues will benefit the students in understanding aspects of the marketing function.

This module provides a comprehensive introduction to the foundational principles of marketing, situated within the context of today’s rapidly evolving business landscape. While rooted in core marketing concepts such as value creation, segmentation, consumer behaviour, and the marketing mix, the module also places strong emphasis on contemporary developments shaping the discipline. This module reviews how digital transformation, evolving consumer expectations, and emerging technologies, including Artificial Intelligence (AI), are redefining how marketing strategies are designed and delivered. Through the integration of real-world case studies, data-informed decision-making tools, and ethical considerations, this module fosters both theoretical understanding and applied skills. By the end of the term, students will be equipped with a forward-thinking perspective on marketing, enabling them to navigate and contribute to the modern marketing environment with confidence and insight.

  

Module Aims

The aims of this module are:

·      To introduce students to the fundamental principles, concepts, and functions of marketing within contemporary business and societal contexts.

·      To provide students with an understanding of how digital transformation, consumer behaviour shifts, and emerging technologies (e.g., Artificial Intelligence) are reshaping modern marketing practices.

·      To enable students to apply key marketing frameworks and analytical tools to evaluate real-world marketing challenges, and to develop strategic thinking relevant to today’s dynamic and ethically conscious marketplace.

  

Module Learning Outcomes

On successful completion of the module, students will be able to:

1.    Demonstrate a solid understanding of core marketing concepts and communicate insights effectively, developing professional communication skills.

2.    Critically evaluate the role of digital transformation and AI in shaping marketing practices, enhancing analytical and critical thinking.

3.    Apply marketing frameworks to real-world scenarios using appropriate tools and platforms, strengthening digital and information literacy.

4.    Develop key skills in written communication, use of IT, and improving own learning and performance.

 

Skills for Your Professional Life

(Transferable Skills - reflecting the skills mapping recently undertaken in EBS) 

·      Synthesis and bring together concepts related to marketing.

·      Enhance your analytical and critical thinking by evaluating a set of case studies.

·      Develop your communications skills by working within teams, which will allow you to demonstrate your leadership and adaptability to changing circumstances.

·      Improve problem-solving ability by providing ideas for many challenges related to marketing.

·      Understand innovation in the marketing context and how technology impacts marketing.

 

Indicative Lecture Programme

Lecture	Content
1	Introduction to Foundations of Modern Marketing: Shift in the AI era
2	Modern Marketing Strategy: Creating Value & Customer Focus
3	The Dynamic Marketing Environment
4	Managing Marketing Information: Insight-Driven Marketing
5	Contemporary Consumer Behaviour & Cultural Shifts
6	Business Market and Services Marketing
7	Rethinking the Marketing Mix in the Digital Economy
8	Creating Competitive Advantage
9	Global and Inclusive Marketing
10	Marketing for Good: Ethics, Purpose, and Responsibility