MKT40560 Marketing

Academic Year 2023/2024

This course will introduce the students to the key elements and principles of marketing, equipping them with tools and insights to succeed as marketers in today’s complex business environments. Overall, this course will teach students how firms create value for their consumers, in accordance with the firm's own goals and competencies. Using a combination of theoretical knowledge and case studies, this course will enable students with frameworks that will help them take appropriate actions as contemporary marketers – from designing marketing strategies that are informed by the firms' competitive contexts, to designing a marketing mix that differentiates the firm in the marketplace.

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Curricular information is subject to change

Learning Outcomes:

- Demonstrate an advanced level of knowledge about key marketing concepts and frameworks;
- Develop skills and ability to to critically analyze businesses’ external and internal environments in order to make strategic marketing decisions that create value for the consumers as well as the firm;
- Develop the capability to utilize market research methods that help businesses understand their consumers better;
- Utilize marketing frameworks to develop a marketing mix that achieves strategic objectives;
- Develop a strategic marketing plan for a product/service.

Indicative Module Content:

1. Introduction to marketing

2. Understanding the marketing environment

3. Generating consumer Insights

4. Developing target market differentiation strategies

5. Marketing research methods

6. Developing marketing offerings (the marketing mix)

7. Designing and managing marketing communications

8. Managing integrated marketing channels

9. Contemporary issues in marketing

Student Effort Type Hours
Specified Learning Activities


Autonomous Student Learning






Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Individual case studies and exercises. Throughout the Trimester n/a Graded No


Continuous Assessment: In class participation Throughout the Trimester n/a Graded No


Group Project: Utilizing all the frameworks and skills learned in this course, students will develop a marketing plan for a product/service. This plan should create value for the business as well as its consumers. Coursework (End of Trimester) n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Autumn No
Feedback Strategy/Strategies

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Dr Yuna Yang Lecturer / Co-Lecturer
Lecture Offering 1 Week(s) - 20, 21, 22, 23, 24, 25, 26, 30, 31, 32, 33 Fri 11:00 - 12:50
Lecture Offering 2 Week(s) - 20, 21, 22, 23, 24, 25, 26, 30, 31, 32, 33 Fri 13:30 - 15:20

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