Introduction to Marketing

This module serves as an introduction to the theory, tools and techniques of Marketing.

A broad range of topics will be considered in this year including, for example, relationship marketing, services marketing, international marketing, communications, including advertising, marketing planning and strategy etc.  

The current structure aims to introduce a new topic in each of the teaching weeks during the Michaelmas and Lent terms. 

Throughout the year, you will be asked to consider how theory works in practice, by examining your own experience of marketing as well as contexts obtained from the press and broadcast media.

Part of your learning will be based on coursework; much of this will involve working in groups. Some of the Marketing applications you encounter in the first year will serve as an introduction to further studies in the subject.

Terms taught Michaelmas, Lent and Summer
Credits 8 ECTS credits
Prerequisites GCSE Maths and English grade B or equivalent, and ‘A’ level performance equivalent to the entry requirement for Marketing
Assessment 50% coursework and 50% exam