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Marketing Theory and Practice

duration Duration: 1 Teaching Period

unit code Unit Code: MKT10007

contact hours Contact Hours: Recommended 10 hours of study per week

About this unit

This unit aims to introduce key marketing concepts and their application to modern business. Understanding the role of marketing will aid understanding the interconnections it has with other business disciplines, as well as providing a strong philosophical foundation for further studies in marketing. In addition, this unit provides students with the opportunity to develop generic skills. The unit provides students with a series of learning opportunities designed to explore basic business and Marketing concepts from a variety of viewpoints including theoretical and applied perspectives.


  • An overview of marketing
  • The marketing environment
  • Buyer behavior
  • Segmentation, targeting and positioning
  • Marketing information and research
  • Branding
  • Goods and services
  • Marketing channels and logistics decisions
  • Integrated marketing communications
  • Pricing
  • Marketing ethics