Develop an understanding of, and an ability to apply conceptual models together with the various tools and techniques of
marketing. Students will also discover how tools can be used to develop marketing activities.
Learning Outcomes
On successful completion of the module, a student should be able to:
• Demonstrate understanding of the influence of the organisation’s aims, strategy, culture and
resources and the broader business environments.
• Utilise a range of tools and techniques to analyse and evaluate markets, market
opportunities and market segments.
• Demonstrate understanding of the principles of supply and demand and their influence on
the marketplace.
• Use market and financial data to set and monitor marketing objectives and prices.
• Develop tactical level marketing plans which define marketing mixes appropriate to the
marketplace, target group and market conditions.
• Demonstrate understanding of the need for maintaining quality and customer focus and for
innovation to build and maintain competitive advantage.
Learning and Teaching Delivery Methods
Method Rationale Type of Contact
• The role of marketing within organisations and in relation to other business functions
• The relationship between marketing activities and corporate aims, values, and ethics
• Models and importance of tactical marketing planning within the planning hierarchy
• Use of primary and secondary information to conduct marketing audits and inform decisions.
o Audit and analysis of the internal organisational and marketing environments
o Audit and analysis of the micro, macro, and global marketing environments
o Use of audit findings within a SWOT/TOWS analysis to inform marketing decisions.
• Investigation and analysis of market opportunities, characteristics, and viability
• Principles of supply and demand including: Economies of scale, elasticity, consumer demand,
market types
• Setting and monitoring marketing objectives for market awareness, growth, share and sales
• Role and importance of corporate and product brands
• The marketing mix including: 4Ps/4Cs:
o Product (portfolio, new product development and innovation, quality systems)
o Place and distribution (choice of channel: retail, e-tail, direct, multi-level channels; logistics)
o Price (cost-plus vs market-based pricing, 4Cs, price elasticity, contribution, break-even,
pricing strategies and tactics)
o Promotion (marcoms mix, selection, drip/burst, push/pull/profile strategies)
o Services marketing (characteristics, 7Ps etc)
• The marketing mix in practice (standard vs adapted/ differentiated, niche mixes etc)
• Business-to-business marketing
• Not-for-profit marketing
• Services marketing
• Product life cycle
• Segmentation, targeting and positioning
Required Reading
• Baines P., Fill C., & Page K., (2013), Essentials of Marketing: 1st Edition. Oxford University Press
• Palmer A., (2012) Introduction to Marketing: Theory and Practice. Oxford
Recommended Reading
• Armstrong G., Kotler P., Harker M. & Brennan R., (2009), Marketing an Introduction: 1st
Edition. Prentice Hall
• Blythe J. (2008), Essentials of Marketing: 4th Edition. Prentice Hall
• Dibb S., Simkin L., (1980), Marketing Essentials: Cengage Learning
• Dibb S., Simkin L., Pride W.M. & Ferrell O.C., (2012) Marketing Concepts and Strategies: 6th
Edition. Cengage Learning
• Hollensen S., (2012), Essentials of Global Marketing: 2nd Edition. Pearson
• Hult G., Tomas M., Pride W. M. & Ferrell O. C., (2013) Marketing: 17th Edition. Cengage Learning
• Lamb, C.W., Hair Jr, J.F., McDaniel Jr, C., Summers, J. and Gardiner, M., (2018), Mktg4. Cengage