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Principles of Marketing (Postgraduate)


  • Credit value: 15 credits at Level 7
  • Convenor and tutor: Dr Benedetta Crisafulli
  • Assessment: coursework of 4000 words (100%)

Module description

In this module we introduce major marketing concepts and techniques, and aspects of marketing planning and strategy. You will gain insights into the marketing concept, marketing orientation and the changing role of marketing within organisations and the wider society. This will develop your understanding of the buying behaviour of consumers and organisations, including how these market actors can be segmented and researched.

Further lectures cover the marketing mix variables, with a nod to the continuing effects of technological and social innovations on elements of the marketing mix. Sessions on marketing strategy and planning and services and not-for-profit marketing complete the substantive content of this module.

The overall focus is on enhancing your appreciation of marketing, as a philosophy of exchange, managerial function and social reality.

Learning objectives

By the end of this module, you will:

  • understand key concepts in marketing
  • appreciate the managerial relevance of key marketing models and frameworks and how these can be used within a broader framework of marketing and
    business strategy
  • be able to apply marketing concepts and frameworks in decision-making
  • appreciate the challenges faced by marketing in developing and implementing strategies
  • have an awareness of the current ethical responsibilities of marketing.