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BU2520 Principles of Marketing

(5 ECTS credits)

Module Content/Outline:

This marketing module focuses on introducing the students to an overview of marketing practice so that they are aware of and reflective of the range of activities and strategies within the marketing function. The students will also engage with contemporary marketing issues including changing consumption behaviour, the global factors at play in marketing and the dominant focus on customer experience and engagement. The module is interactive and requires good preparation and active engagement with the module content to achieve the learning goals.


Dr. Sarah Browne

Learning Outcomes:

On successful completion of this module students should be able to:

  • Demonstrate knowledge of contemporary challenges and new directions in marketing including the recessionary and technological developments
  • Identify the core elements of the marketing management framework and apply them in practice
  • Implement a segmentation, targeting and positioning strategy for a company
  • Engage with the  marketing mix activities from both a theoretical and a practical perspective
  • Demonstrate an awareness of the main branding challenges and the importance of digital branding and brand management in contemporary business.

Lectures &Tutorials/Contact hours:

1 x 2 hour lecture per week and 4-5 tutorials per term

Recommended Texts/Key Reading:

Kotler, P, Keller, K., Brady, M., Goodman, M., and Hansen, T., (2012) Marketing Management (European Edition), 2nd Edition, Pearson, London


Group Project - 30% of overall grade 

1.5 hr examination - 70% of overall grade

Dates for submission:

To be advised.

Penalties for late submission:

Submission deadlines are not negotiable. Assignments not submitted on time will be graded zero. Students unable to submit a term assignment for medical reasons must produce a medical certificate to the School of Business Studies office within three working days of the missed submission date. Certificates received after that time will not be accepted.


End of year examination (1.5 hours) 70%