The Module aims to provide an exciting and rewarding journey into the principles of Marketing, which will form the cornerstone of your marketing knowledge throughout your degree. The aims include to introduce students to the principles underlying the philosophy of marketing; to develop students awareness of the ethical and societal issues surrounding marketing; to develop students understanding of what is meant by being 'customer focused'; to provide students with the principles and practice underpinning modern marketing activities, and to provide students with an insight into marketing in a multicultural society, whether it be regional, national, international or global.

On successful completion of this module a student will be able to:
1. Describe the role of marketing in business context
2. Describe the environmental forces
3. Understand strategy and stakeholders
4. Describe marketing mix
5. Understand market research and target market analysis
6. Appreciate competition and marketing

• Describe the role of marketing in business context
• Describe the environmental forces
• Understand strategy and stakeholders
• Describe marketing mix
• Understand market research and target market analysis
• Appreciate competition and marketing
• Contemporary marketing heading into the twenties

Tutorials follow lectures, thus giving students time to review notes and prepare for class discussions and presentations (formal and informal).
The rationale and order of work for this is as follows: Lectures frame the topic and guide students to specific concepts and models requiring further reading.
Each lecture will be one-hour long and designed to stimulate students’ own research and reading. A pre-lecture reading list will be supplied. Lecture slides will be made available on VLE, actively encouraged to download these in advance.
Tutorials are about applying what has been learnt to a set task, for example analysing Case Studies by relating theory to practice. Tutorial sessions will last for approx 50mins and the content will vary each week. Tutorial activity details will be available on VLE, and students will be actively encouraged to download these in advance.
Tutorials are designed to reinforce the lecture material. All students will be required to prepare in advance of the tutorial. Such preparation may be undertaken in groups. Students will be required to undertake additional reading around the topic area to further their understanding of the topics and to stimulate discussion.

Group Presentation: 30% weighting, 40% pass mark.
Learning Outcomes: 1 - 6.
Outline Details: Group-based presentation. Time limit: 20 mins.

Individual Report: 70% weighting, 40% pass mark.
Learning Outcomes: 1 - 6.
Outline Details: Individual report, 3,000 words.

Formative Assessment: Two online multiple-choice quizzes, midway through each term. Each quiz covers things that were taught in lectures to that point.