Module details for Introduction to Marketing


This module provides students with an introduction to the fundamentals of contemporary marketing theory and practice.


The aim of this module is to provide students with a thorough understanding of the theoretical foundations of marketing practice.

Learning Outcomes

By the end of this module the student should be able to:

1.  Demonstrate an understanding of the elements of the internal and external marketing environment.

2.  Illustrate the facets of the marketing mix in relationship to the target market, competitive and other relevant market conditions.

3.  Develop a marketing mix solution for a specified marketing problem.

Indicative Content

1 Making sense of marketing

Defining the nature of marketing within the contemporary environment. Discuss twhe digital transformation of the marketing function.

2 The Marketing Environment

Discussing methods of evaluating the marketing environment including the use of digital tools and market research. Discussing the importance of customers, competitors and other stakeholders in the marketing environment to business performance.

3 The Marketing Mix

The evolution of the marketing mix and the informed alignment of the elements of the mix to support organisational goals and objectives.

4 Managing the Marketing Practice

The influences and issues involved in making marketing decisions e.g. globalisation, sustainability and understanding the customer.

Teaching and Learning Work Loads

Teaching and Learning Method Hours
Lecture 12
Tutorial/Seminar 12
Practical Activity 24
Assessment 50
Independent 102
Total 200

Guidance notes

SCQF Level - The Scottish Credit and Qualifications Framework provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2021/22 , and may be subject to change for future years.