Module Directory

The aim of this module is to give students an introductory overview of the foundational principles of marketing.

This module considers the historical development of marketing, while also evaluating its impact in relation to the organisation, the marketplace, consumers and society.

The aims of this module are:

• To provide students with an understanding of historical developments and trends in the field of marketing, both as an academic discipline as well as a practice that governs the relationship between consumers and corporations.


• To familiarise students with key marketing concepts and perspectives.


• To enable students to analyse marketing in theory and practice independently and critically.

By the end of this module, students will be expected to be able to:

1. Demonstrate an understanding of key perspectives, theories and concepts that inform the contemporary understanding of marketing.


2. Analyse the historical emergence of marketing and understand the social, economic and political embeddedness of marketing.


3. Discuss and debate the wider implications of utilising marketing activities and marketing models for everyday life.

Skills for Your Professional Life (Transferable Skills)

By the end of the module, students will be expected to be able to:

1. Analyse marketing theory and practice in a creative and independent manner.


2. Demonstrate critical thinking in evaluating marketing reports and jargon.


3. Transfer theoretical and practical problem-solving skills to generate solutions for problems identified within various marketing contexts.


4. Communicate and present ideas effectively.

Students will encounter a variety of theoretical perspectives on marketing, while also gaining the opportunity to see how these perspectives impact upon marketing practices within the organisation. Through a combination of interactive lectures and discussions, students are invited to investigate, question and challenge the assumptions of classic and contemporary marketing theories and practices. This module is thus about not only the tools of marketing, but also the consequences that these tools have upon culture and society.

This module will be delivered via:

• One 3-hour session per week.

The sessions will include formal lecture sections as well as related group work, discussion and consultation.

Readings will be provided in good time before each session and it is vital that students undertake the required reading prior to the sessions in order to gain as much value as possible from the session. Students should come to the sessions prepared to participate in discussion.