Introduction to Marketing

This year-long module is designed to give students a broad and critical introduction to the subject of marketing through a series of lectures and seminars. A comprehensive range of topics are taught at foundational level which you will then explore further in your second and final years. Subject areas that you will study include Understanding Markets, which examines how markets are created and sustained, Consumer Behaviour, Marketing Communications, Marketing Research and Innovation.

Throughout the year, you will be asked to consider how theory works in practice, by examining your own experience of marketing as well as current stories from the press and marketing media. Assessment consists of coursework including an individual essay and a group-based business report, and a Summer exam which is largely essay-based. As part of your studies on this module, we will help you to develop all of the necessary academic skills to succeed in your first year at University and throughout your degree.

In addition to your marketing studies, you will study two further subjects from across the University (subject to availability and timetabling). These may include other subjects in the Management School such as Organisation Work and Technology, or Entrepreneurship, but there are many others including marketing related subjects such as Design, Media and Cultural Studies and English Language that you can choose from. This flexibility allows you then to continue with one or more of these subjects in your second and final years, or you can choose to focus exclusively on marketing modules.