Module ASB-1104:
Introduction to Marketing

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 2

Organiser: Mr David James

Overall aims and purpose

NOTE: This module is also available through the medium of Welsh (ACB-1104).

AIMS: To introduce the objectives and theory of marketing as a business function, the central focus being on the process by which organisations identify customer needs and wants, determine which target markets can best be served, and design appropriate products, services and programmes to serve these markets.

Course content

Core marketing concepts; Forces of the marketing environment, and their impact; Markets, targeting, segmentation and positioning; Consumer buying behaviour and the decision process; The marketing plan and its implementation; Place, Product, Price and Promotion.

Assessment Criteria

threshold

Students who display a basic knowledge of the key concepts relating to marketing as a business function.

good

Students who display a good knowledge and understanding of the key concepts relating to marketing as a business function.

excellent

Students who display a thorough knowledge and a critical understanding of the key concepts relating to marketing as a business function.

Learning outcomes

  1. Understand and explain the nature and the impact of the environment within which marketing takes place.

  2. Appreciate the central role of consumers in the formulation of a marketing strategy.

  3. Display an understanding of the components of a marketing mix.

  4. Develop an understanding of processes involved in the targeting and segmentation of markets.

Assessment Methods

Type Name Description Weight
Assignment 40
Exam S2 2hrs 60

Teaching and Learning Strategy

Hours
 

Two 1-hour lectures per week.

 
 

One 1-hour seminar per fornight.

 

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: