Marketing Principles

To enable students to:

• Develop a broad base of knowledge in the developing role and function of marketing and its key principles, concepts and activities.
• Develop an understanding of the tools applied in analysing the marketing environment and identifying consumer patterns and trends

By the end of this module students will be able to:

1. Explain key marketing theories
2. Appreciate the mechanisms of a competitive market place
3. Understand the role of micro and macro environmental analysis and explain how findings can be used to inform subsequent marketing activity
4. Apply consumer behaviour theory to improve understanding of current market characteristics and consumer trends

• Concepts, principles, definitions and philosophy of marketing
• Marketing and promotional mixes
• Consumer behaviour, decision making and market segmentation
• Role of, approaches to and use of marketing research and information
• Analytical marketing tools
• Building customer relations
• Positioning
• Creating competitive advantage
• New product development and product life cycles
• Pricing considerations and approaches
• Marketing communications
• Managing marketing channels
• Legal and regulatory frameworks

Total Learner Hours: 200

Contact Hours: 48 consisting of lectures, presentations, group discussions, exercises

Private and Directed study 152 hours

Jobber, D. (2004) Principles & Practice of Marketing. (4th ed.) Maidenhead: McGraw Hill

Palmer, A. (2005) Principles of Services Marketing. (4th ed.) Maidenhead: McGraw Hill

Brassington, F. & Pettit, S. (2005) Essentials of Marketing. Harlow: Prentice Hall

Hill, L. & O'Sullivan, T. (2004) Foundation Marketing. (3rd ed.) Harlow: Prentice Hall

Kolah, A. (2002) Essential Law for Marketers. Oxford: Butterworth-Heinemann