The aim of this module is to introduce students to the theory and practice of marketing. It will present some of the key principles of marketing, particularly useful for those not previously familiar with the subject area. In addition, it will cover some topics important to the contemporary marketing context including consumer behaviour, relationship marketing, digital marketing and cause-related marketing. It introduces marketing theories and models while also providing a critical perspective on the effects of these to political, social, and cultural life. Thus, the module views marketing not only as an organisational function but also
as a field of social interaction in a global context.
Module Aims
* To introduce students to key principles of marketing
* To provide a range of critical perspectives on contemporary marketing practice from a
number of different standpoints
* To demonstrate how marketing concepts influence business, and wider cultural practices
* To address the role of marketing in society
Module Learning Outcomes
By the end of the module, students should be able to:
* Analyse the historical emergence of marketing, and locate marketing within a wider
social, economic and political context
* Demonstrate an understanding of key principles, practices, theories and concepts that
constitute contemporary marketing practice
* Critically evaluate the role of marketing in contemporary society
Skills for your professional life (Transferable Skills)
By participating in this module, students will able to:
* Develop commercial awareness of contemporary context and issues of marketing through
engagement with case-studies and guest speakers
* Improve your marketing-specific research skills through the use of Mintel
* Build critical analysis skills through written case study presentations
as a field of social interaction in a global context.
Module Aims
* To introduce students to key principles of marketing
* To provide a range of critical perspectives on contemporary marketing practice from a
number of different standpoints
* To demonstrate how marketing concepts influence business, and wider cultural practices
* To address the role of marketing in society
Module Learning Outcomes
By the end of the module, students should be able to:
* Analyse the historical emergence of marketing, and locate marketing within a wider
social, economic and political context
* Demonstrate an understanding of key principles, practices, theories and concepts that
constitute contemporary marketing practice
* Critically evaluate the role of marketing in contemporary society
Skills for your professional life (Transferable Skills)
By participating in this module, students will able to:
* Develop commercial awareness of contemporary context and issues of marketing through
engagement with case-studies and guest speakers
* Improve your marketing-specific research skills through the use of Mintel
* Build critical analysis skills through written case study presentations
Category: Marketing