Introduction to Marketing

Introduction to Marketing

Year: 2018-2019
Course code: MGT1021
Course credits: 10
Taught: Semester 2
Course co-ordinator: Dr Stephanie Anderson
Course lecturers: Dr Stephanie Anderson and Mrs Alison Gibb
Entry requirements: See below for details. 
Excluded courses:  Students who have previously taken Business and Management 1A (MGT1001) and Business and Management 1B (MGT1002) are unable to take this course.
Available to visiting students: Yes
Contact for more information: Claire Cameron

Course description

MGT1021, Introduction to Marketing, is one of four 10-credit courses which comprise level 1 study in Business and Management.  Students will complete all four courses (40 credits in total) and achieve a minimum of grade D3 in each in order to progress to Level 2 study in Business and Management.

The course aims to introduce the core concepts of marketing providing foundations for further study of advanced marketing courses.


The course aims to introduce the core concepts of marketing providing foundations for further study of advanced marketing courses.  The aim is to enhance the development of analytical skills by making clear connections between theory and management practice using contemporary examples and applications.  The course begins with an introduction to marketing concepts and an overview of fundamentals of competitive analysis including customer/industrial buyer behaviour, segmentation, competitor analysis and marketing research.  The second part of the course considers marketing strategies including the concepts of positioning, targeting and marketing mix decisions.  The final part examines topical issues in modern marketing such as international marketing, digital marketing or service marketing.

Intended Learning Outcomes

By the end of this course, students will be able to:

  • Illustrate the relevance of marketing concept to the success of an organisation
  • Identify the key characteristics of consumer and industrial buyer behaviour
  • Illustrate with examples an organisation's micro- and macro environment
  • Identify principal approaches to customer segmentation, targeting and positioning
  • Recognise the elements of the marketing mix including product, pricing, distribution and promotion decisions and summarise key decisions related to them
  • Explain the importance of marketing research and marketing planning in contemporary organisations

Learning and teaching methods

Lectures: Monday and Thursday (4.00-5.00pm) (2 x 1hr lectures x 10 weeks)
Tutorials: 1 x 1hr tutorials x 5 weeks

Tutorials are held at various times and can be selected on MyCampus.

Course texts

David Jobber & Fiona Ellis-Chadwick, (2016) Principles and Practice of Marketing, 8th Edn, McGraw Hill


Tutorial Participation (10%)
A 90-minute degree exam (April/May) (90%)

Entry Requirements

Arts and Science students in years 2 or above who would like to take a business-related course may be interested in:

  • MGT1003 - Entrepreneurship 1A
  • MGT 1004 - Entrepreneurship 1B
  • ACCFIN1001 - Introduction to Business Reporting and Financial Accounting
  • ACCFIN1006 -  Introduction to Management Accounting and Control
  • ACCFIN1016 - Introduction to Finance, Investments and Institutions

Note that the courses above do not have Honours pathways and, as such, are not suitable for students in year 1.