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Principles of Marketing (Undergraduate)


  • Credit value: 15 credits at Level 4
  • Convenor: Dr Ammar Sammour
  • Assessment: coursework of 3500 words (100%)

Module description

In this module you will gain a solid understanding of the principles and practices of marketing and the marketing management process. We will focus on the role of marketing within organisations by looking at the marketing function and its relationship with other functions.

As you enter the world of marketing, we encourage you to explore and apply marketing thinking to organisational management, putting particular emphasis on analysing and discussing marketing concepts, ideas and theories as well as their relevance across a range of industries and sectors.

Indicative syllabus

  • Marketing orientation and environment
  • Marketing planning
  • Buyer behaviour
  • Segmentation, targeting and positioning
  • Product (and service)
  • Price
  • Place
  • Promotion
  • Cross-cultural marketing

Learning objectives

By the end of this module, you will be able to:

  • outline the classical marketing approach and recent developments
  • describe the basic features of the business environment
  • identify marketing opportunities
  • demonstrate an understanding of buyer behaviour and apply a customer focus
  • analyse marketing segmentation and positioning
  • discuss the need for a professional approach to marketing
  • evaluate the impact of new technologies and globalisation on the marketing function.