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Principles of marketing MN3141

This course introduces students to the fundamental principles of marketing and marketing management.

The approach taken in this course will enable students to gain a broad understanding of the theoretical and practical issues surrounding marketing decision making.


If taken as part of a BSc degree, courses which must be passed before this course may be attempted:

  • EC1002 Introduction to economics or SP2079 Elements of social and applied psychology.

Topics covered

  • General introduction
  • An overview of marketing history and theory
  • The marketing environment
  • Consumer behaviour
  • Organisational buyer behaviour
  • Market segmentation, targeting and positioning
  • Customer relationship marketing (CRM)
  • Branding and product development
  • Product innovation and the life-cycle approach
  • Promotion
  • Pricing
  • Distribution
  • Corporate social responsibility (CSR)

Learning outcomes

If you complete the course successfully, you should be able to:

  • describe the essential features of organisations
  • discuss the factors shaping these features
  • describe the evolution of different organisational designs/types
  • discuss how managers may build and change organisations
  • describe how different organisational forms impact on the individual within organisations.


Unseen written exam (3 hrs).

Essential reading

  • Dibb, S. and L. Simkin. 'Implementation problems in industrial market segmentation', Industrial Marketing Management 23(1) 1994, pp.55–63.
  • Gaski, J.F. ‘The theory of power and conflict in channels of distribution’, Journal of Marketing 48(3) 1984, pp.9–29.
  • Kotler, P. and G. Armstrong. Principles of marketing. Upper Saddle River, NJ: Pearson, Prentice Hall, 2012. fourteenth international edition [ISBN 9780273752431].1
  • Mitchell, V-W. ‘Buy-phase and buy-class effects on organisational risk perception and reduction in purchasing professional services’, Journal of Business and Industrial Marketing 13(6) 1998, pp.461–78.
  • Ring, P.S. and A.H. Van de Ven. ‘Structuring cooperative relationships between organisations’, Strategic Management Journal 13(6) 1992, pp.483–98.
  • Wilson, D.F. ‘Why divide consumer and organisational buyer behaviour?’, European Journal of Marketing 34(7) 2000, pp.780–96.

Study material