Principles of Marketing

Department of Marketing, Business School

College of Social Sciences


Code 11050

Level of study First Year

Credit value 10

Semester 1

Module description

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.

Teaching and learning methods

Lectures, case studies, discussion and analysis