Foundations of Marketing

• • Overview of marketing
  • Analysing the marketing environment
  • Marketing research
  • Services: The intangible product
  • Consumer behaviour
  • Segmentation, targeting and positioning
  • Product and branding decisions
  • Developing new products
  • Pricing concepts for establishing value
  • Supply chain, channel management, and retail
  • Integrated marketing communications, advertising, and public relations
  • Digital marketing
  • Marketing ethics, sustainability, and corporate social responsibility

In order to enrol in this subject, you must be accepted into one of the following degrees:

Special requirements

No special requirements

Marketing is a business function that goes beyond the mere act of selling or advertising, it encompasses the entire process through which value is created, captured and offered to customers. It is critical that organisations establish and maintain relationships with customers to achieve and sustain a competitive advantage. In order to compete effectively in an increasingly dynamic global market, managers must be cognisant of the importance of marketing and how it contributes to the achievement of strategic goals.

The focus of this subject is to develop your knowledge of what marketing is, how it works and why it is important in a business context. It provides you with a comprehensive description of the key theories and concepts upon which the marketplace can be understood, assessed and targeted. This subject will equip you with the foundational knowledge and skills required to engage in and manage the process through which a firm’s value offerings are marketed to customers.

• Product peeks (x3) (9%)
• Application (x5) (30%)
• Case study, Part A (21%)
• Case study, Part B (40%)