Having successfully completed this module, students should be able to: Lecturer(s):īUU11510 Fundamentals of Management and Organisation (JF Year) Learning Outcomes: Having completed the module, students should have a greater awareness and understanding of the range of integrated decision-making, activities, challenges and applications of marketing principles and practice. social/not-for-profit marketing), to try and address social, environmental and public health problems in society. In an effort to gain a holistic understanding of the marketing discipline, the module concludes by looking to the increasing use and application of marketing principles to contexts beyond commercial (e.g. Students will be introduced to critical marketing perspectives and in doing so will be asked to consider some of the common criticisms often cited against marketing practice. Students on this module will explore marketing as a dynamic and evolving discipline, engaging with some contemporary marketing issues and emerging trends, including changing consumer behaviour and preferences, company-customer engagement in the digital era and demands for greater accountability in marketing.

Students on this course will be introduced to and critique many of the fundamental concepts underpinning marketing practice including consumer behaviour, segmentation & targeting, branding, integrated marketing communications and the marketing mix. The aim is to equip students with a general understanding and appreciation of i) the marketing concept ii) important strategic marketing decisions for business iii) emerging trends in marketing and iv) the relationships and tensions that exist between marketing practice and wider society. This module introduces students to some of the fundamental marketing principles and practice.

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Uf principles of marketing