Introduction to Marketing

The nature of marketing: core concepts and orientation; key elements of Marketing Information Systems (MIS), marketing research and buyer behaviour; portfolio analysis and marketing strategy; setting objectives, market segmentation and positioning; marketing mix: branding, products, services, distribution, pricing, marketing communications; evaluating marketing; marketing management and planning.

Learning Outcomes

By the end of this course students should be able to:

  • understand the concept of marketing/customer orientation
  • to recognise the complex and dynamic environmental influences which impact upon an organisation’s ability to market their products
  • to understand the Marketing mix and how it applies in a variety of market situations
  • to appreciate the specialist functions within the broad area of marketing.


2 hr written examination (75%) Project (25%)