This is a core module delivered to students in semester one. The aim of this module is to enable students to apply a range of Marketing concepts and principles to practical situations.
There is one assessment for this module, an individual written assignment (in the form of a report), which comprises the total module grade.
On completion of this module students are expected to be able to:
Understand and discuss the basic concepts, principles, theories and processes, which apply in marketing.
Analyse the key concepts of the marketing mix, its component parts, market segmentation, targeting and positioning.
Demonstrate an understanding of the importance of effective integrated marketing communications.
Explore and apply the key concepts behind planning, implementation, control and evaluation in a marketing context.
You are expected to:
- Attend/watch live lectures and take notes,
- prepare for tutorials prior to attendance,
- attend and participate in tutorials,
- read recommended texts and journal articles
- become aware of and look for relevant marketing material, examples and references each week.
Course Structure
Lectures run weekly for 2 hours, supported by weekly student led 1-hour tutorials. Materials are made available a week in advance via Moodle, which you must prepare for. This will be supplemented by self-directed study. Students will contribute in tutorials through in-depth discussion of the relevant topic area(s). This will provide students the opportunity to work independently to gain the maximum outcome from their sessions with tutors.
