Module Overview


The aim of this module is to enable the student to gain an appreciation of theory and practical application of marketing fundamentals. It uses a combination of text concepts, application processes and cases to develop students understanding of the marketing environment. In addition, the module aims to structure their thinking when analyzing a commercial situation and enable students to cover the major issues when undertaking a review of marketing activity.

Module Code

MKTG H2014

ECTS Credits


*Curricular information is subject to change

Customer Importance (10%)

Review of the importance of customer orientation and the notion of marketing as a societal marketing concept delivering customer satisfaction through quality; service and satisfaction

Market Research Process (10%)

Steps in the Market research process; primary research v secondary research; technology & research.

Analysis of market (20%)

Marketing Strategies: Segmentation, targeting and positioning; evaluation of the external marketing environment.

Elements of marketing mix (50%)

Marketing Mix: product; price; place and promotion decisionsin marketing.

Marketing trends (10%)

Key trends and challenges facing marketers today.

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)30
Formal Examination70