Module Directory

Foundations of Marketing and Management introduces students to key ideas, theories and practices that help explain how organisations are managed and how they engage with consumers, markets and society. The module provides a foundation for future study in marketing, management and related business subjects by exploring how organisations make decisions, motivate people, build brands, understand consumers, respond to change and operate responsibly.

Students will examine both established theories and contemporary issues through practical examples, case studies and current business debates. Topics may include leadership, motivation, organisational culture, consumer behaviour, branding, digital and social media marketing, sustainability, diversity, innovation and the social impact of business. The module supports students in developing the academic, analytical and communication skills needed to apply marketing and management concepts to real-world situations.

The aims of this module are:

• To provide grounding in a wide range of management theories and practice.


• To introduce students to economic principles, theories, and concepts, and the main conclusions derived from economic analysis.


• To offer students the opportunity to develop the transferable employability skills of critical analysis, problem solving and effective and appropriate communication through application of theory to practice, in-class discussion of case studies and actual contemporary issues.

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

1. Identify and explain key marketing and management theories and relate them to practical applications.


2. Demonstrate understanding of how historical and contemporary contexts influence marketing and management theory and practice.


3. Analyse and interpret case studies and contemporary examples relating to marketing and management.


4. Apply critical thinking and judgement when using marketing and management concepts to explain real-world business situations.


5. Communicate ideas clearly in appropriate forms of academic writing.

The module will introduce students to key foundations of marketing and management through contemporary examples, case studies and practical applications. Indicative areas of study may include:

• Foundations of marketing and management:
  Introduction to the purpose, scope and development of marketing and management as academic and professional fields.


• Organisations, managers and the business environment:
  Key approaches to management, including classical and contemporary perspectives, organisational structures, internal cultures, and the influence of external micro and macro environments.


• Managing people and organisations:
  Leadership, motivation, and communication.


• Corporate responsibility, ethical decision-making, sustainability, responsible business practice, and the social impact of organisations.


• Innovation, entrepreneurship and change:
  Creativity, entrepreneurship, innovation, digital transformation and how organisations respond to change in competitive environments.


• Understanding consumers and markets:
  Consumer behaviour, marketing research, segmentation, targeting and positioning.


• Brands, value and marketing strategy:
  Branding, brand identity, customer value, marketing strategy, product and service decisions, and the role of marketing in creating competitive advantage.


• Marketing communications and digital culture:
  Advertising, persuasion, digital and social media marketing, influencer marketing, online communities and the changing relationship between brands and consumers.


• Marketing, management and society:
  The wider social, cultural and ethical implications of marketing and management, including consumer wellbeing and responsible consumption.

This module will be delivered via:

• Twenty-two 2-hour lectures
• Twenty-two 2-hour seminars

The lecture will explain the topics covered in the syllabus and will identify the key concepts and points for discussion. The seminar aims to promote interaction among students and familiarise them with relevant terminology. It also aims to provide the opportunity for students to work in pairs or as a group to discuss subject problems and apply appropriate theories and concepts to real-life examples or case studies.

Learning support

Summarised lecture material is provided using PowerPoint presentations, which are on Moodle, together with a variety of reading materials and learning resources. ’Listen Again’ is also available. Formative tests and resulting feedback will enable students to develop their knowledge and skills.

Module Leaders can also be contacted by e-mail or during academic support hours, which are published on the Moodle site.