Module Overview


This module provides a comprehensive introduction to the subject and practice of marketing today, with particular emphasis on the creation and delivery of customer value. The module is designed to provide students with a grounding in marketing concepts, theories and principles most relevant to the development and implementation of marketing practice and strategies.

Module Code

MRKT 9408

ECTS Credits


*Curricular information is subject to change

Introduction to Marketing

Defining marketing.

Marketing concepts – the production concept, the product concept, the selling concept, the customer concept, the societal marketing concept, the role and scope of marketing in the organisation.

Marketing in the new economy – digitalisation and connectivity, disintermediation and reintermediation, customisation and customerisation, industry convergence.


Market Opportunity Analysis

Micro Environmental Analysis – company, suppliers, marketing intermediaries, customers, competitors and other publics.

Macro Environmental Analysis - the nature of competition, demographics and other socio cultural issues, the economic environment, political, legal and technological issues.

Understanding and analysing business and consumer markets and organisational and consumer buyer behaviour.

Marketing Research.


Responding to the marketing environment

Measuring market opportunities - Market information and intelligence systems, forecasting, concepts and uses of market research.

Effective market segmentation, bases for segmenting consumer and business markets, evaluating and selecting target markets.

Positioning for competitive advantage.


Developing Strategic Marketing Programmes:

Product Decisions.

Positioning and differentiating the market offering throughout the product life cycle.

New product development.

The nature of brands.

The role of packaging.

The product as a service.

Managing product lines and the product mix.


Pricing Decisions

Developing pricing objectives, strategies and programmes.

Setting prices, using price as promotional tool, price changes.

Pricing over the product life cycle.


Distribution Channel & Logistics Management Decisions

The nature of distribution channels.

Designing and managing value networks and marketing channels.

Channel dynamics and organisations.

Managing retail, wholesale and marketing logistics.

Physical distribution and logistics management.

Trends in channel operation.


Integrated Communication Decisions

The marketing communication mix.

Integrated marketing communications.


Marketing in the Digital Age

Direct and online marketing.

Viral and buzz marketing.


The Role of Marketing in developing successful business strategies

The marketing management process – the value delivery sequence.

Developing competitive marketing strategies – market leader, market challenger, marketing follower, market nicher.

Measuring and delivering marketing performance and superior customer service, customer relationship management.



The module will be delivered using a variety of teaching methods; traditional lectures, discussions, debates, case studies and workshops.

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