Applied Principles of Marketing


This module provides students with a comprehensive applied grounding in the core marketing concepts, theories and principles. The core marketing concepts such as segmentation, targeting and positioning as well as the marketing mix is also dealt with in detail. The aim of this module is to develop in students a critical understanding and appreciation of the role that marketing can play, specifically in the organisation-customer interface and more broadly, in society.


Learning Outcomes

  1. Examine and appreciate the components of the marketing environment and the impact of environmental change, ethics and social responsibility on marketing decisions.

  2. Develop an applied understanding of buyer behaviour roles and patterns in the contexts of consumer, industrial and services buying situations.

  3. Understand the process of market segmentation and the concept of target market positioning.

  4. Identify and apply the elements of the marketing mix to practical business situations

  5. Explore the steps in the marketing planning process.

% Coursework 50%
% Final Exam 50%