Aims and Fit of Module

The aim of this module is to provide students with a grounded appreciation of the utility and universality of a marketing orientation as the process by which organisations align themselves to their operating environment, markets, customers and other stakeholders.

Learning outcomes

A.	undertake an analysis of customer and competitive environments.

B.	comprehend the fundamental philosophy of marketing and its application in both business and not-for-profit organisations.

C.	identify and apply key marketing concepts to aid marketing and business decisions.

D.	demonstrate an understanding of the practical aspects and processes of marketing.

Method of teaching and learning

The module involves a range of teaching strategies including lectures, student-led seminars, and case study analysis. Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles.


Independent research and study will be encouraged throughout to complement group work activities. Student-led seminars will facilitate the sharing of knowledge and experiences of cohort members.