Module/Course Description

Course Title: Marketing Principles and Practice

Course Code: UU-MKT-2302-UG

Programme: Bachelor of Science in Business, Accounting and Financial Management - BL

Credits: 4.00

Course Description:

Course/Module Description:

Marketing is a critical business function for most for-profit and non-profit businesses. Marketing is a broad process that includes research, product design and development, promotion and customer service. Much of marketing functions around core principles, strategies and tactics.   This course clarifies the meaning of the broad function of marketing and look at some of the key principles that underlie marketing (concepts, frameworks, terminology etc.) and will consider how these principles influence the decisions that marketers take in practice.

Course/Module Objectives:

The main objectives of the course are:

  1. To provide the students with a comprehensive understanding of the Marketing Concept, Philosophy, Practice and Processes emphasizing the elements of the Marketing mix
  2. To discuss the meaning of the term ‘marketing’ and how concept of marketing has emerged while reviewing how marketing differs between consumer and business buying situations
  3. To assist students to use the framework of the extended ‘marketing mix’ to consider key decisions that marketers must make
  4. To discuss other key concepts which marketers need to understand e.g. segmentation, relationship management and branding
  5. To consider the role of marketing in situations where ‘profit’ is not necessarily the dominant driver of activity e.g. in not-for-profit organizations and in the context of corporate social responsibility.




Prerequisites: UU-BA-IND100-UG

Prerequisites Categories: Year 1

Typical Module duration: 4.0 Week(s)


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