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Principles Of Marketing

This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.

Subject Code:


Subject Aim:

In the course of an ordinary day we encounter hundreds, even thousands of marketing efforts brought to us by professional marketers, and we are the targets of countless marketing communications campaigns. This subject will introduce you to the techniques and the concepts that practicing marketers use to develop products and successful marketing campaigns. Marketers work to bring about exchanges that will simultaneously satisfy our needs and the needs of their organisations.

This subject will examine the evolution of marketing theory and the environment in which it operates. The subject will look closely at what constitutes a market and how a marketer identifies, segments and targets markets. It will introduce you to the ways in which marketers develop the elements of the marketing mix. It will enable you to become practitioners of marketing theory through a series of exciting, competitive and interactive tutorials.

Learning Outcomes:

  1. Understand the concept of marketing
  2. Analyse the external and internal marketing environment
  3. Identify the key factors in the consumer decision making process
  4. Pitch a marketing proposal with confidence and authority across the elements of the marketing mix

Student Assessment: