Principles of Marketing

The aim of this module is to provide students with an overview of the key concepts of marketing and the function of marketing in a business. Among the areas covered are the changing marketing landscape, creating and capturing customer value, analysing the marketing environment, understanding consumer and business buyer behaviour

1. Demonstrate an introductory understanding of the key concepts and frameworks of marketing.

2. Explain the key challenges and emerging trends in marketing theory and practice.

3. Apply basic principles of marketing to well-defined situations.

4. Explain marketing's role in business.