Introduction to Marketing

Introduction to Marketing

Credits: 30
Level: 4
Duration: 4 days taught sessions

This module is designed to give learners a basic understanding of the theory and concepts underpinning marketing and to give them an insight into marketing principles and practice.

This module focusses on the following areas:

  • The consumer market and the major factors that influence consumer buyer behaviour;
  • The main environmental factors determining markets and marketing;
  • The steps in the marketing research process;
  • The development of an organisation’s marketing mix;
  • The basis of an organisation’s marketing strategy;
  • Tools and techniques used in conducting market research;

Individuals who want enhance and develop their marketing knowledge and skills

  • This can easily be woven into the organisational culture to improve marketing strategy
  • Enhance the performance of employees involved in marketing

A written report based on a review of an organisation with which you are familiar, identifying and outlining marketing principles in action

  • It is important to note that during your period of study you will be supported by a designated tutor.
  • Once you have successfully completed the module you will gain 30 credits that you can put towards further study.

The module is supported by the European Social Fund through the Welsh Government. For details on funding subsidies, please contact