Module Directory

This module is a first-year foundation module in marketing and intended to introduce students to the subject. The module does not assume that the students have any prior knowledge about the subject. However, an interest in and awareness of marketing practice issues will benefit the students in understanding aspects of the marketing function.

This module provides a comprehensive introduction to the foundational principles of marketing, situated within the context of today’s rapidly evolving business landscape. While rooted in core marketing concepts such as value creation, segmentation, consumer behaviour, and the marketing mix, the module also places strong emphasis on contemporary developments shaping the discipline. This module reviews how digital transformation, evolving consumer expectations, and emerging technologies, including Artificial Intelligence (AI), are redefining how marketing strategies are designed and delivered. Through the integration of real-world case studies, data-informed decision-making tools, and ethical considerations, this module fosters both theoretical understanding and applied skills. By the end of the term, students will be equipped with a forward-thinking perspective on marketing, enabling them to navigate and contribute to the modern marketing environment with confidence and insight.

The aims of this module are:

• To introduce students to the fundamental principles, concepts, and functions of marketing within contemporary business and societal contexts.


• To provide students with an understanding of how digital transformation, consumer behaviour shifts, and emerging technologies (e.g., Artificial Intelligence) are reshaping modern marketing practices.


• To enable students to apply key marketing frameworks and analytical tools to evaluate real-world marketing challenges, and to develop strategic thinking relevant to today’s dynamic and ethically conscious marketplace.

By the end of this module, students will be expected to be able to:

1. Demonstrate a solid understanding of core marketing concepts and communicate insights effectively, developing professional communication skills.


2. Critically evaluate the role of digital transformation and artificial intelligence in shaping marketing practices, enhancing analytical and critical thinking.


3. Apply marketing frameworks to real-world scenarios using appropriate tools and platforms, strengthening digital and information literacy.


4. Develop key skills in written communication, use of IT, and improving own learning and performance.

Skills for Your Professional Life (Transferable Skills)

• Synthesis and bring together concepts related to marketing.


• Enhance your analytical and critical thinking by evaluating a set of case studies.


• Develop your communications skills by working within teams, which will allow you to demonstrate your leadership and adaptability to changing circumstances.


• Improve problem-solving ability by providing ideas for many challenges related to marketing.


• Understand innovation in the marketing context and how technology impacts marketing.

Syllabus information

• Introduction to Foundations of Modern Marketing: Shift in the AI era
  
  
  
  • Evolution from transactional to relationship marketing
  
  
  • Societal shifts
  
  
  • Experiential and sustainable marketing
  
  
  • Introduce AI in targeting
  
  
  
  


• Modern Marketing Strategy: Creating Value & Customer Focus
  
  
  
  • Overview of marketing concepts: needs, wants, value, exchanges
  
  
  • Marketing strategy: how AI tools support STP
  
  
  
  


• The Dynamic Marketing Environment
  
  
  
  • Changing social, cultural, ecological, and tech forces shaping marketing
  
  
  
  


• Managing Marketing Information: Insight-Driven Marketing
  
  
  
  • Market research
  
  
  • Digital insight tools
  
  
  • Human-centric understanding
  
  
  
  


• Contemporary Consumer Behaviour & Cultural Shifts
  
  
  
  • Fluid identities
  
  
  • Digital tribes
  
  
  • Ethical consumption
  
  
  • Values-driven choices
  
  
  
  


• Business Market and Services Marketing
  
  
  
  • Relationship marketing
  
  
  • Platform ecosystems
  
  
  • B2B digital transformation
  
  
  
  


• Rethinking the Marketing Mix in the Digital Economy
  
  
  
  • Co-creation
  
  
  • Value-based pricing
  
  
  • Omnichannel distribution
  
  
  • Influencer partnerships
  
  
  
  


• Creating Competitive Advantage
  
  
  
  • Combine strategic planning with modern agile marketing practices
  
  
  
  


• Global and Inclusive Marketing
  
  
  
  • Culturally sensitive marketing
  
  
  • Diversity, Equity, and Inclusion
  
  
  • Glocalization strategies
  
  
  
  


• Marketing for Good: Ethics, Purpose, and Responsibility
  
  
  
  • Purpose-driven brands
  
  
  • Greenwashing risks
  
  
  • Stakeholder capitalism
  
  
  
  

This module will be delivered via: 

• One 1-hour lecture per week
• One 1-hour seminar per week

The learning and teaching methods for the module will use a combination of:

• Lectures
• Seminars
• Discussion of case studies
• Class exercises
• Individual work
• Signposting to additional resources

Lectures:

The lectures will be developed around the key concepts as mentioned in the indicative module content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. The lectures will follow a weekly format of 1 hour per week for 10 weeks.

Seminars:

Seminars in the form of class exercises or discussion of cases will follow each lecture to develop critical analytical and problem-solving skills. Seminars will use a range of activities, such as discussion of case studies from the core text, topical business news items and will involve students working in pairs or groups or individually to discuss, reflect on problems and answer questions, present their ideas and thoughts to the class for discussion.