SHE Level 1
SCQF Credit Points 20.00
ECTS Credit Points 10.00
Module Code M1N512664
Module Leader Christine Mullin
School INTO
Subject INTO
  • A (September start)
  • B (January start)

Summary of Content

The module introduces students to the fundamentals of marketing and the central role of the consumer in marketing within different types of organisations. It provides an introductory understanding of key marketing decision areas and an overview of the challenges facing marketers in the 21st century. It places emphasis on aspects of marketing, interpersonal and intercultural communications.


What is Marketing? Understanding Consumer Behaviour The Marketing Environment Marketing Research Marketing Segmentation and Positioning The Product Life Cycle and New Product Development Managing Products Pricing Strategy Marketing and Business Communications Intercultural Communications Distribution

Learning Outcomes

On successful completion of this module, the students should be able to:1. Demonstrate understanding of the concept of marketing, market segmentation and target marketing2. Demonstrate understanding of the key influences in the consumer buying process3. Analyse the macro and micro environmental factors impacting on marketing practice4. Explain the role and function of marketing research5. Identify and demonstrate an understanding of the key decision-making areas in marketing6. Understand the key role that communication plays in marketing and business relations

Teaching / Learning Strategy

Teaching and learning will comprise 2 x 1 hour lecture per week, 1 hours seminars per week and 2 hours directed study per week. Students will be introduced to theoretical concepts, principles and issues through directed study using computer-based resources - interactive problem-solving exercises, self-assessment opportunities for discussion, presentations, consolidation of learning and in later stages course assessment.

Indicative Reading

Core text - Students recommended to buy: Jobber, D (2004) Principles & Practice of Marketing, (4th edition) McGraw-Hill (New edition pending) Indicative Reading: Brassington, F & Pettitt, S (2004) Principles of Marketing, (3rd edition) Prentice-Hall Kotler P & Armstrong G, (2004) Principles of Marketing (11th edition) Prentice-Hall Cottrell S, (2003) Skills for Success: The personal development planning handbook, Plagrave MacMillan Electronic Resources: Module web site on Blackboard 7 MLE Companion Web site to accompany core text book GCU Library - subject guides and electronic journals

Transferrable Skills

Skills: (cognitive & intellectual, techniques specific to marketing, personal and interpersonal) * Ability to identify assumptions, evaluate statements in terms of evidence and define and apply terms correctly * Effective communication - oral and written using a range of media * Problem solving and decision making in marketing * Use of information technology for communication, presentation and learning * Learning to learn - individually and in groups * Effective self management and self awareness * Effective teamwork

Module Structure

Activity Total Hours
Seminars (FT) 12.00
Lectures (FT) 24.00
Assessment (FT) 18.00
Independent Learning (FT) 122.00
Directed Study/Workshops 24.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (School) 1.50 50.00 35% Multiple Choice Exam
Coursework 0.00 50.00 35% Group Seminar Presentation and Report