Year-long module 

Marketing plays a central role in business success. According to Peter Drucker the purpose of business is to create and keep customers. Those organisations who do not place sufficient emphasis on the marketing function therefore, are likely to struggle in a competitive marketplace. This module introduces students to the core principles of the discipline and provides an underpinning to later elective marketing modules. 

This module is designed to enable students to understand the key principles of marketing theory and its application in both commercial and non-commercial sectors. As such it will provide a foundation for further study, and expose students to concepts which many of them will be able to then observe in a commercial setting during their professional training year. 

On successful completion of this module the students will be able to: 
•          Demonstrate an understanding of core marketing concepts and principles (K) 
•          Analyse market opportunities and select and justify appropriate marketing approaches (C) 
•          Demonstrate a knowledge of the distinction between product and service marketing (K) 
•          Show an awareness of ethical issues in marketing (K) 
•          Identify and evaluate marketing objectives and strategies (K.C) 
•          Organise and communicate their ideas (T) 

Introduction to marketing 
•          The marketing environment 
•          Customer and organisational behaviour
•          Market segmentation, targeting and positioning (STP) 
•          The marketing mix: product, price, marketing channels (place), marketing communications (promotion) (4Ps) 
•          International marketing 
•          Marketing planning and strategy 
•          Marketing ethics and social responsibility 
•          Relationship marketing and customer relationship management 
•          E-marketing 
•          Critique in marketing 

he teaching and learning strategy is designed to encourage an understanding of the origins and development of the discipline; develop a knowledge of the principal areas within the discipline and the application of these principles in practice.
The teaching and learning methods include lectures and seminars, incorporating appropriate video footage, case studies and seminar exercises.  Ulearn will facilitate additional support 
Assessment Strategy: 

Essential Reading 
Baines, P., Fill, C. and Page, K. (2008), Marketing, Oxford: Oxford University Press. 
Recommended Reading 
Brassington, F. and Pettitt, S. (2007), Essentials of Marketing.  2^nd edn.   Essex : FT Prentice Hall.
Jobber, D. and Fahy, J. (2006), Foundations of Marketing, 2^nd edn.   Berkshire : McGraw-Hill Education. 
Kotler, P. and  Armstong, G. (2008), Principles of Marketing, 12^th edn.   New Jersey : Pearson Prentice Hall. 
Background Reading 
Brownlie, D., Saren, M., Wensley, R. and Whittington, D. (eds.) (1999), Rethinking Marketing: Towards Critical Marketing, London : Sage. 
Brown, S. (1995), Postmodern marketing, London : International Thomson Business Press. 
Egan, J. (2004), Relationship Marketing: Exploring Relational Strategies in Marketing, 2^nd edn.  FT Prentice Hall. 
Palmer, A. (2004), Principles of Services Marketing, 4^th edn.  McGraw-Hill. 
Saren, M., Maclaran, P., Goulding, C., Elliott, R., Shankar, A. and Catterall, M. (2007), Critical Marketing: Defining The Field, Oxford : Butterworth-Heinemann.