MKT4004D Marketing

Academic Year 2022/2023

This course will introduce the theory and key elements of marketing practice. It is taught from an applied viewpoint, in the context of the contemporary business environment. It is intended to provide a general framework for approaching current marketing issues. This course goes beyond the 4Ps (the marketing mix – price, product, promotion and place) to introduce recent insights drawn from new technologies, services marketing and relationship marketing and reflect on topical perspectives such as marketing ethics and postmodernism. This course views marketing as a series of connections, therefore, subjects and themes will link and tie into one another and as a result, you will come to understand marketing from a rounded, holistic perspective. Effective decision making and problem solving processes are also introduced by considering current business topics and case studies.

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Curricular information is subject to change

Learning Outcomes:

At the end of this module you will be able to:Select and use appropriate decision support tools to assess marketing situations;Identify, locate and evaluate information relevant to marketing decision-making;Apply marketing principles effectively to develop appropriate marketing strategies, processes and tactics in specific situations;Assess the general effectiveness of marketing strategies, processes and tactics.

Student Effort Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:
Students will attend classes for this module and have the opportunity to engage in active learning during these sessions. There will be in-class discussion and group work to analyse module concepts. Where appropriate, the module will incorporate case based learning 
Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Strategic Management (BMGT4002D)

Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Group Project Unspecified n/a Graded No


Assignment: Final Individual Reflection Unspecified n/a Graded No


Attendance: Class Participation Unspecified n/a Graded No


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

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

General feedback is provided to students on all their submitted assessment components.

Name Role
Mr Gerard Dooley Tutor
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) - 0, 4, 8 Sat 09:00 - 12:15