The module forms a self-contained introduction to the language and concepts of Marketing and covers all the core components of the marketing system and concepts of business and consumer buying behaviour. Particular attention is given to product, brand, and services management in terms of a total product offering to the market.
|Credits||8 ECTS credits|
|Prerequisites||This is a module for students who have not previously studied any marketing and may be taken in either the second or final year. It cannot to be taken by students who have done MKTG 101.|
|Assessment||50% coursework and 50% exam|