Module Overview

Introduction to Marketing Theory

The purpose of this module is to introduce students to the theory and practice of marketing.

Module Code

MKTH H1000

ECTS Credits


*Curricular information is subject to change


Students will be introduced to the theories that underpin marketing. They will be introduced to the marketing concept in both commercial and social spheres. Examples of contemporary marketing practice will be explored and students will be provided with an overview on the nature and practice of digital marketing. The nature of ethics and social responsibility will also be examined.

Marketing Analysis

In this section of the module, the student will be introduced to the essential components of marketing analysis, namely the analysis of customers, context, competition and company. The related processes of segmentation, targeting and positioning will be explained and outlined.

Marketing Decisions

The elements of the marketing mix will each be explored in this section. Particular emphasis will be placed on the impact of digital marketing on each element. The concepts of product and brand will be explained and explored. Pricing methods, strategies and competitive tactics will be elaborated.The elements of the Promotions Mix - Advertising, Public Relations, Sponsorship, Direct Marketing, Sales Promotions, Personal Selling will all be introduced with particular attention being placed on an examination of the way in which technology and social media play an integral role in the mix and how technology has led to the convergence of its individual elements. An overview of the way in which technology and social media have impacted on the mix in relation to ethics, regulation, media platforms and data protection.Distribution channels, strategy and management will all be considered with special emphasis on the impact of direct approaches.

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