Fundamentals of Marketing (MKTU9M3)

MODULE CODE:         




Credit Value:             


Module Coordinator:  

Professor Steve Burt

Contact Hours:         

22 Lectures, 8 Seminars


50% coursework, 50% examination

Module Overview:

This module aims to provide you with a grasp of what Marketing is, how it can be used, and how a Marketing approach can be implemented and managed in a range of organizations. In particular, it will show the importance of applying a customer focus in situations which reflect the contemporary nature and impact of marketing on everyday life. The module will assess the requirements for effective marketing and outline the marketing management process involved, while also describing a range of techniques used to implement marketing strategies.

Topics covered in this module include the marketing concept, from its historical origins to its contemporary practice, as well as an understanding of the marketing mix. It provides an introduction to specific topics such as consumer behaviour, marketing research and international marketing. It also considers how marketing is carried out in various organizational settings such as the business-to-business environment and in non-profit settings.

Learning Outcomes:

On completion of this module students will be able to:

  • describe the nature, content and application of marketing ideas and concepts, including a critical understanding of academic and practitioner perspectives
  • apply a customer focus in a range of situations;
  • specify the requirements for effective marketing;
  • outline the marketing management process and describe a range of techniques used to implement marketing strategies;
  • demonstrate the importance of marketing ideas and techniques in a range of organisations.
  • Suggested Reading

The core text book for this module is:

Baines, P. and Fill, C. (2014)  “Marketing” Oxford: OUP.


This module information is representative of what is included in the module in a given year. Details of actual reading, lectures and coursework may vary year to year and will be available at the beginning of the semester.

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