The aim of this module is to develop students' understanding of the practice of marketing and its application in different kinds of organisations.
demonstrate a broad introductory knowledge and understanding of the application of marketing theory in different organisational settings.
explain the role of marketing research and be able to carry out basic marketing research activities.
apply appropriate marketing mix theory to well defined marketing problems in a variety of organisations.
identify the uses of digital technology in marketing and describe the changes that digital technology has brought to marketing activities.
explain the case for sustainable marketing and the implications for marketing activities.
% Coursework 30%
% Final Exam 70%