The aims of this module are to provide an introduction to marketing and marketing management, including the main frameworks for understanding how marketing relates to business, consumer research, and managerial practice. This module explores the foundational concepts and theories of marketing, gives students an overview of marketing activities (strategy, market research, customer behaviour, marketing tools), and introduces students to business marketing, services marketing, and relationship marketing. Students are encouraged to apply these frameworks to a range of cases and issues during the lectures and seminars. Thus they should be able to appreciate and describe the range of contexts within which marketing currently operates and assess forecasts of the likely changes in direction of marketing practice.

The module has been designed to:

1. Provide an understanding of marketing as a practice of adding value that consumers engage with in a variety of ways.
2. Provide an insight into contemporary issues facing marketing especially in regards to strategy, market research, customer behaviour, marketing tools.
3. Engage you in critical analysis of marketing research, and contemporary marketing practice.