Summary of content

This module introduces students to the principles of marketing and the central role of the consumer in marketing within different types of organisations. It provides an introductory understanding of the key decision areas in marketing and offers an overview of some of the challenges facing marketers in the 21st century. The module covers key areas of marketing theory such as consumer behaviour, corporate social responsibility, segmentation, targeting and positioning, marketing communications, and online marketing.

This module links to the beliefs of GCU as an institution by being specifically connected to the values of PRME. Embedded within the module is examination of ethical issues surrounding marketing in terms of consumerism and international corporate marketing activities. These aspects are important elements of the corporate social responsibility and the ethical consumer topics considered within the module. These themes are covered in lectures, seminars, and assessment linking the module to three of the United Nations PRME Sustainable Development Goals:

10. Reduced Inequalities through the module’s emphasis on marketing ethically produced products;
12. Responsible Consumption as covered within the Consumer Behaviour theme;
13. Climate Action as covered within the Corporate Social Responsibility theme.

Module content also links directly to the GCU Strategy for Learning 3030 in a number of ways. The syllabus aims to make students globally aware as marketing is taught within the context of a changing global environment, and the implications of that environment for marketers are considered and evaluated. Similarly, students learn about the issues surrounding international consumer boycotts and “buycotts”. In addition, for Assessment 2 they are invited to examine a case study and analyse the implications for marketers of ethical and unethical behaviour by brands. Elements such as these within the module combine to produce a graduate who is both globally

Module structure

Assessment methods