Module:Principles of Marketing

Module details

  • Module code

  • Module leader

    Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    36 hours

Module content

The module will include:

  • The scope of marketing as a business function;
  • The marketing environment and the importance of environmental analysis;
  • Key theories of consumer behaviour and their relevance to marketing;
  • Market segmentation and the process of targeting and positioning;
  • The importance of marketing research to marketing decision making;
  • Key components of the marketing mix;
  • Brands and the contribution of packaging to brand awareness;
  • The role of marketing communications in the marketing mix;
  • The key elements of services marketing; and 
  • The importance of being an ethical and responsible marketer and able to promote sustainable consumption and production patterns.

In addition to the subject content, the module is also designed to develop skills in academic and market research, written and verbal communication, time management and group working skills.

Module outcomes

On successful completion of this module a student should be able to:

  1. Describe key marketing concepts, processes and terminology;
  2. Demonstrate the ability to collect, analyse and interpret information as part of a marketing audit;
  3. Recognise how an understanding of consumer behaviour supports marketing decisions;
  4. Apply relevant marketing theories to inform marketing decision- making; and
  5. Recommend and justify appropriate marketing actions across a variety of different sectors.


Assessment Description Weighting
Coursework 1 Business Market Audit (2000 words) 70%
Coursework 2 Poster Presentation (Marketing Recommendations) (10 minutes) 30%

Assessments may differ in 2021/22 due to adjustments for Covid-19. Please check Gateway for the latest regulations.

Key texts