MC4061 Principles of Marketing Module Assessment Handbook 1

Module Summary and Description

The module aims to provide an understanding of the marketing process in contemporary organisations and in the context of tangible goods and services. The service sector accounts for a significant proportion of GDP and employment in most developed economies and therefore it becomes essential for students to gain insight within the area. In this module, students are introduced to a range of marketing theories such as the marketing concept, consumer behaviour, business environmental analysis, marketing research, consumer insights applicable to tangible goods and services marketing.

The module aims to:

• Provide an understanding of the theoretical foundations and practical application
  of marketing.
•  Provide an appreciation of contemporary issues in marketing.
•  Develop students’ academic writing, application of knowledge and data
  interpreting skills.
•  Develop students’ researching and analysing skills.