Module Overview


This module is intended to introduce students to the core principles of marketing. Many organisations, whether for or not-for-profit use marketing to gain customer insight and ensure a proactive approach to the competitive marketplace. This module is designed to enable students gain the requisite knowledge for the development of marketing strategies Additionally as marketers embrace the current reality of digital marketing platforms students are implicitly prepared the students for performing in a digital environment, underpinned by a clear understanding of the importance of ethical marketing practice.

Module Code

MKRT 9408

ECTS Credits


*Curricular information is subject to change

Introduction to Marketing:

Marketing defined. The marketing concept. The value creation process. Strategic marketing.

Evolution of Marketing:

The origins of marketing and development to date. Marketing as a philosophy. The changing landscape of marketing.

The Marketing Environment:

Environmental scanning. Micro and macro forces.  


Marketing Research:

Marketing information. Introduction to marketing research and its role in marketing. the market research process.

Consumer Behaviour:

Analysing consumer behaviour online and offline.

Segmentation Targeting Positioning:

Approaches to identifying markets. Market segmentation bases. The process of segmentation, targeting and positioning.

The Marketing Mix:

The seven P’s. Product strategy, pricing concepts and strategies, integrated marketing communications, marketing channels. Services marketing mix.

Ethical Issues in Marketing:

Marketing ethics. The concept of social responsibility. Ethical decision-making processes.

The module will be delivered by way of lectures and may be supported by tutorials, seminars, guest speakers and in -class discussions or debates. Throughout the module, students are encouraged to undertake independent reading to supplement and consolidate the theoretical content and to broaden their individual knowledge and understanding of the subject. Outside class contact time, the students may access material or post contributions to a dedicated online resource through the virtual learning environment.

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