Unit of Study MRKT1001 Marketing Principles (2024)

Unit description

Introduces students to the world of modern marketing – creating and delivering value in both profit and non-profit organisations. Examines strategic marketing planning and analysis within a dynamic environment, buying behaviour, target market selection and marketing mix strategies. Emphasises practical and ethical perspectives. Equips students to build a marketing plan for a sustainable offering.

Unit content

Module 1: Introduction to marketing principles

Module 2: Marketing information and research

Module 3: Consumer behaviour and target market selection

Module 4: Marketing plan – Direction, objectives and metrics

Module 5: The 4Ps – Part 1: Product and pricing

Module 6: The 4Ps – Part 2: Placement and promotion