Module Overview

Fundamentals of Marketing 1

This module aims to provide students with: • An introduction to the concepts and principles of marketing • An introduction to the role of marketing information and the market research process. • A conceptual knowledge and practical appreciation of the process of segmentation, targeting and positioning

Module Code

DMKT H1012

ECTS Credits


*Curricular information is subject to change

Introduction to Marketing

• Marketing defined • The historical development of marketing • The traditional marketing mix (‘four Ps’) • The marketing environment

Segmentation, Targeting and Positioning (STP)

• The purpose of segmentation • Bases or variables for segmenting the consumer market • Bases or variables for segmenting the industrial market • Requirements for a usable segment • The advantages of market segmentation • Targeting • Positioning

Marketing Information and Research

• The importance of information to a company • The marketing information system • The marketing research process -Secondary Research

Company Analysis and Marketing Planning

• Situational analysis • Establishing strategic business units • Marketing objectives • Alternative competitive strategies • The marketing audit • The marketing and planning process • Socially responsible behaviour and managerial ethics

Consumer Buying Behaviour

• Consumer buying behaviour defined • The consumer decision-making process • Types of consumer involvement in different buying situations • Influences on the buying decision

Competitor Analysis

• Competitors • Competitive structure of an industry • Analysing competitors • Direct and indirect competitors • Assessing competitors’ strengths and weaknesses • Strategies for competitive position • Value Chain Analysis

Module Content & Assessment
Assessment Breakdown %
Formal Examination60
Other Assessment(s)40