MKT750 (66789) Principles of Marketing 1-Semester: Ulster University Business School

Aim and Learning Outcomes

Module Rationale

Marketing is a business activity that identified an organisations customer's needs and wants, determines which markets to best serve and designs the appropriate products to serve those chosen markets. Marketing is more than just an organisational activity - it is a business philosophy that impacts upon the entire organisation. This module is designed for MSc Marketing student from cognate and non-cognate backgrounds to introduce them to and develop their understanding of the nature, scope and breadth of the fundamental concepts and principles of marketing.

Overall Aim of the Module

The aim of this module is to provide students with a framework of knowledge on the principles of marketing. The module should provide students with a broad understanding of the fundamental concepts and principles of marketing which should enable them to;
1. Transfer this underpinning as they move further into their studies.
2. Understand the fundamental concepts and practices of marketing and the basic skills required to manage this function.
3. Have an appreciation for the contribution which marketing can make to organisational success and ways this may be both enhanced and evaluated.

Learning Outcomes

Successful participants will be able to:
 
1) Demonstrate a factual and/or conceptual knowledge and understanding of key areas in the field of Marketing together with the appropriate terminology.
2) Access, collect, categorise, and interpret (with guidance) information and data from a range of sources using defined techniques and methods / tools to accurately examine the complexity of an issue or problem in Marketing and/or the wider business environment, underpinned with theory.
3) Identify a broad range of marketing concepts and principles.
4) Analyse and evaluate the application of marketing concepts by products, services, or organisations.