Introduction to Marketing

This course introduces you to the marketing principles and concepts, marketing planning, analysis and decision-making. You will learn about the tools and techniques required for business to succeed in a competitive marketplace. The latest trends in marketing and consumer behaviour are discussed.

This course discusses the ways companies can stay customer-focused and competitive and will introduce you to the application of marketing tools and plans in a business environment. It explains the role and function of marketing and how marketing activities can be applied in practice.

Learning outcomes

On successful completion of the course, you will be able to:

1. Explain the role and function of marketing in organisational settings
2. Identify and describe key marketing activities
3. Explore how trends in the marketing environment affect marketing planning

Course content

Areas considered in this course include:

• Introduction to modern marketing concepts
• Analysing the marketing environment
• Market segmentation, targeting and positioning
• Marketing orientations and strategies
• Service marketing
• Marketing mix and extended mix
• Marketing plan evaluation
• Marketing ethics

Pace of study

For this short online course, we recommend about 20 hours of study per week to complete one 20-credit module over a 10-week trimester.

Assessment method

This course is assessed through 100% coursework with a range of methods, such as essays, research reports, presentations, group work and practical reports which will be handed in and assessed at the end of the 10 week trimester. There will be 1/2 virtual classrooms over the 10 week trimester and if you are unable to attend you will be able to download the session to view in your own time.

Offset course credits towards another qualification

Once you’ve completed this course you may be able to offset the 20 credits towards our online BSc (Hons) Business and Management. This would reduce the number of modules you would need to study and the total cost of the course.

^‡2024/25 for new entrants

Starting between September 2024 and August 2025.

UK/EU fee: £875

International fee: £875

2025/26 for new entrants

Starting between September 2025 and August 2026.

UK/EU fee: £925

International fee: £925

About your fees

Prices are correct for the year of entry shown. These are subject to annual increase in subsequent academic years.

You will need A-levels or equivalent qualifications such as a BTEC certificate or diploma, an international baccalaureate, OU credits, an access to HE diploma, Scottish highers or Irish leaving certificate.

We’ll also consider all the information that you include in your application, including evidence of any relevant experience which demonstrates you have the potential to succeed on this online learning course.

English language qualifications

If English is not your first language you will need an English language qualification. For this course you will need at least one of the following:

• IELTS (International English Language Testing System) 6.0
• TOEFL 550 (paper based) 213 (computer based) or 80 (internet based)
• Pearson Test of Academic English: 51
• Cambridge Advanced Certificate: Pass
• London Tests of English: we accept level 4 for undergraduate courses
• International GCE O-level English Language: Grade C
• International GCSE English/English as a Second Language: Grade C

Find out more about our English language requirements

Documents to support your application

In order for your application to be assessed, you will need to provide the following documents when you apply:

• Official photo identification such as a passport or driving licence
• Current CV
• Copies of certificates and transcripts or a letter of testimony for previous qualifications*

*Documents not in English or Welsh must be accompanied by a certified translation by a professional translator/translation company. Each translation must contain:

• Confirmation from the translator that it is an accurate translation of the original document
• The date of the translation
• The full name and signature of the translator, or an authorised official of the company
• The translator’s contact details

A list of approved translators can be found on the UK Government website.

Please note: failure to submit any documentation when requested, may result in your application being withdrawn.

Apply directly to the University.

Apply now

For support with completing your application, view our guide to the application process.

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