MKT10720 Marketing: An Introduction

Academic Year 2023/2024

The module ‘Marketing: An Introduction’, focuses on the role of marketing and its importance in today’s organisations and society. This class will serve as an introduction to the principles, concepts and theories of marketing, and how they are applied in everyday life. The course will include topics such as environmental analysis, industry and competitor analysis, integrated marketing strategies and marketing mix components such as pricing, distribution, product, brand and service development and promotion - including both traditional and digital marketing communication. Students will be given an insight into marketing as a profession, what types of skills marketers need as well as the role that marketing plays within businesses today.

With the rise of the more conscious consumer and belief-led buyers, organisations cannot ignore sustainability. In this age of authenticity and transparency, brand and marketers are now expected to convey understanding and concern on matters such as climate change, carbon foot prints and employee welfare. Together, using a blend of academic research, and practical case studies we will explore inspirational sustainable marketing initiatives from around the world, and learn how to embrace a ‘profit-with-purpose’ approach to marketing.

Finally, as organisations need to create a balanced, coordinated marketing mix, the course will give students an understanding of how to build integrated marketing strategies, combining qualitative and quantitative analysis to gain an understanding and reveal insights into the internal and external environment.

To achieve this, the course uses a combination of lectures, class discussion, case studies, assignments and exams.

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Curricular information is subject to change

Learning Outcomes:


On completing this module students will be expected to be able to:
1. Understand role & importance of marketing in business practice; being consumer centric
2. Appraise and evaluate market conditions and customer/consumer needs when forming integrated marketing strategies
3. Have a basic understanding of branding, customer centricity, segmentation, pricing and go to market strategies
4. Understand how to use sustainability as a source of brand loyalty and competitive advantage
5. Use examples from current events and real-world marketing situations to apply, illustrate and discuss different marketing strategies

Indicative Module Content:

▪ Course Overview and introduction to Marketing
▪ Role of marketing in the organization
▪ Marketing Planning
▪ Marketing Landscape
▪ Marketing Intelligence
▪ Product Innovation and NPD (new product development)
▪ Marketing Sustainability, Profit with Purpose
▪ Climate change and the carbon challenge
▪ The Marketing Mix

Student Effort Hours: 
Student Effort Type Hours
Autonomous Student Learning






Approaches to Teaching and Learning:
Active/task-based learning; peer and group work; lectures; critical writing; reflective learning; debates; case-based learning and student presentations. 
Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
MKT20020 - Marketing: Firms, Customers &

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: This consists of an individual final written reflection on Marketing and Sustainability Varies over the Trimester n/a Graded No


Assignment: Contribution to Collective Learning through in-class company CEO roles Varies over the Trimester n/a Graded No


Group Project: Course participants will work on an applied group project to develop a Marketing strategy for sustainability for a given company, its diverse stakeholders and Society Varies over the Trimester n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Autumn Yes - 2 Hour
Please see Student Jargon Buster for more information about remediation types and timing. 
Feedback Strategy/Strategies

• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities
• Self-assessment activities

How will my Feedback be Delivered?

Not yet recorded.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 29, 30, 31, 32, 33 Tues 15:00 - 16:50