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INTRODUCTION TO MARKETING & SALES

Module code: MN103
Credits: 5
Semester: 1
Department: BUSINESS
International:
Coordinator: Dr Christina O'Connor (BUSINESS)

	Overview
	This course provides an introduction to the origins and concepts of marketing and serves as a foundation for more advanced subjects in the field of marketing and sales. This course is structured into five main themes: 1) Consumer Buyer Behaviour (including consumer analysis and purchasing behaviour); 2) Market Research (covering qualitative and quantitative methods of research); 3) Market Segmentation (including Targeting and Positioning); 4) Marketing Mix (covering Product management, Pricing decisions, Promotion, and Distribution channels); 5) Sales (including Personal selling and Sales Management).

Overview

This course provides an introduction to the origins and concepts of marketing and serves as a foundation for more advanced subjects in the field of marketing and sales. This course is structured into five main themes:
1) Consumer Buyer Behaviour (including consumer analysis and purchasing behaviour);
2) Market Research (covering qualitative and quantitative methods of research);
3) Market Segmentation (including Targeting and Positioning);
4) Marketing Mix (covering Product management, Pricing decisions, Promotion, and Distribution channels);
5) Sales (including Personal selling and Sales Management).

	Learning Outcomes
	On successful completion of the module, students should be able to: Define and recognise the core marketing concepts and basic marketing terminology (the �language� of marketing). Illustrate how consumers/customers make purchasing decisions and explain the socio-cultural and psychological influences on consumer behaviour. Explain what marketing research is and how it can be used to aid marketers in making meaningful marketing decisions. Describe what market segmentation is and understand how to segment a market according to different dimensions. Demonstrate the process of developing a marketing strategy, by choosing a target coverage strategy. Identify and explain the basic concepts and principles within important elements within the marketing mix (the basic �tools� of marketing). Differentiate between core selling functions and understand their relationship with the marketing role; describe the core issues at each stage of the personal selling process.

Learning Outcomes

Teaching & Learning methods

Assessment

	Autumn Supplementals/Resits
	Two-hour written examination. Allowed to repeat in Autumn only if granted written Departmental Permission University scheduled written examination (Autumn): 120 minutes

	Timetable
	This timetable is not currently available, please contact the Business Department.

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Courses / Module

INTRODUCTION TO MARKETING & SALES