Foundations of Marketing

Module code: MAR4002-B

Module Aims       

To provide the student with the foundations for understanding the principles of marketing and to understand how such concepts apply to marketing practice in business.

Outline Syllabus   

The module is split into two main parts. 
In part one of the module key principles of marketing will be taught which will include coverage of marketing orientation;  segmentation, targeting and positioning;  market analysis;  and issues relating to the marketing mix (4Ps). 
Part two of the module aims to develop such knowledge in the context of specialist areas of marketing, including branding, creativity in marketing, services marketing, new product development, sales marketing and entrepreneurship.  These topics will provide students with a number of tools to use in the working environment and an understanding of issues surrounding sustainable working in marketing.

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