Marketing module (BU30013)

This module will introduce the principles and theory of marketing.

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Module code


Marketing is the process of promoting and selling products or services to customers.

It involves activities such as market research, advertising, pricing, distribution, and branding.

The goal of marketing is to understand customer needs and preferences, and create awareness and desire for the offering which ultimately generates sales.

Marketing is important because it plays a crucial role in creating awareness, generating demand, and driving sales for products or services.

Effective marketing strategies enable businesses to reach their target audience, communicate the value of their offerings, and ultimately drive business growth and profitability.

Without marketing, businesses would struggle to gain visibility, attract customers, and thrive in competitive markets.

What you will learn

In this module, you will:

  • be introduced to the principles and theory of marketing
  • gain a practical understanding of modern marketing methods through the examination of theoretical models and case studies
  • examine the history and philosophy of marketing, consumer behaviour, and the nature of the imperfectly competitive marketplace
  • develop a theoretical understanding of the key elements of the marketing mix with respect to product, pricing, promotion and place
  • examine the development of services marketing and the impact marketing has on society

By the end of this module, you should be able to:

  • demonstrate a critical understanding of the major marketing concepts, theories and frameworks
  • evaluate the role of different marketing theories in understanding modern marketing
  • apply core marketing theories, models and diagnostic tools to marketing and consumer behaviour case studies
  • critically review and synthesise published work on a range of marketing issues
  • communicate orally and in writing in a clear, concise and coherent manner

Assignments / assessment

Poster presentation (30%)

  • Due in week 17

Essay (70%)

  • Due in week 19

This module does not have a final exam.

Teaching methods / timetable

You will learn by taking a hands-on approach.

This will involve participating in a 2-hour lecture and a tutorial each week.

Learning materials will be provided online through various materials including videos, case studies, readings, quizzes, discussion boards and others.

Week Topics covered
14 Marketing principles and key marketing concepts & Main developments in the history of marketing and philosophy of marketing
15 The nature of household and consumer decision-making: the role of information vs. emotion in decision-making
16 Introduction to branding
17 The marketing mix and its role in the context of imperfect competition
18 Marketing and its impact on society


This module is available on following courses: