Module Title: Introduction to Marketing Module Overview: As an introductory course in the business function of marketing, all organisations depend on marketing to understand and address the requirements of customers, and also to facilitate a proactive approach to a competitive marketplace. Module Aim: The aim is to bring together theory and practice. With the first-time marketing student in mind, through a combination of theory, examples and discussion, the module seeks to lead them through to a considerable and appropriate understanding of marketing principles and applications. It also aims to prepare students for entry into a multitude of business related undergraduate courses and courses that have a marketing component. Learning Outcomes (LO): On successful completion of this module, the learner will be able to: 1. Discuss the role and relevance of marketing in the organisation 2. Describe the consumer buying decision process, and the role and relevance of segmentation, and marketing research in marketing decisions 3. Explain the role of each element of the marketing mix, namely, product, price, marketing communication and distribution 4. Discuss the nature of strategic marketing and the marketing planning process 5. Explain the ethical issues which arise in marketing 6. Utilise online resources to assist in research and further learning in marketing Indicative Syllabus: Introduction to Marketing Marketing Environment Buyer Behaviour Segmentation, Targeting and Positioning Marketing Information and Research Marketing Mix: Product Marketing Mix: Price Marketing Mix: Place/Distribution Marketing Mix: Promotion/Marketing Communication Marketing Strategy and PlanningLearning Teaching MethodsThe course will be delivered through online webcam. The learning and teaching methods employed will include, discussion, problem-solving exercises, self-directed learning and computer based learning (Web-courses). Total Teaching Contact Hours48 Total Self-Directed Learning Hours52 Module Delivery: Online