- Academic Registry
Course & Unit Catalogues

MN20081: Principles of marketing

[Page last updated: 23 October 2023]

Academic Year: 2023/24
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Intermediate (FHEQ level 5)
Semester 1
Assessment Summary: CW 30%, EX 70%
Assessment Detail:
  • Coursework (CW 30% - Qualifying Mark: 35)
  • Examination (EX 70% - Qualifying Mark: 35)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
Requisites: In taking this module you cannot take MN20016
Before taking this module you must take MN10079 OR take MN10311 OR take MN10669
Learning Outcomes: After completing the unit, the student should be able to a) understand the principles of building brands and implementing promotion and advertising activities and b) prepare a marketing plan.

Aims: This module aims to: Provide an introduction to the concepts, analyses and activities that comprise marketing management. To develop an understanding of the role and practice of marketing as a management function and organisational philosophy. To provide practice in assessing and solving marketing problems - reflecting the belief that the most effective learning comes from making marketing decisions. To lay the foundations for students wishing to take more specialised courses in marketing.

Skills: Develop the ability to conceptualize marketing problems by using a series of analytical tools. Develop the ability to plan and rationalize marketing activities Develop presentation skills in the classroom.

Content: The course will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics:
* Introduction to Marketing Concepts
* Segmentation
* Targeting/Positioning
* Marketing Planning & Writing Marketing Plans
* Branding
* Pricing
* Marketing Strategy
* Product Policy & NPD
* Promotion and Advertising
* Distribution Strategy
* Information and Research
* Revision.

Course availability:

MN20081 is Compulsory on the following courses:

Department of Politics, Languages and International Studies
  • UXXX-AYB05 : BSc(Hons) International Management and Modern Languages (French) with Year Abroad (Year 2)
  • UXXX-AYB04 : BSc(Hons) International Management and Modern Languages (German) with Year Abroad (Year 2)
  • UXXX-AYB06 : BSc(Hons) International Management and Modern Languages (Spanish) with Year Abroad (Year 2)

MN20081 is Optional on the following courses:

School of Management
  • UMMN-AFB02 : BSc(Hons) Accounting and Finance (Year 2)
  • UMMN-AKB02 : BSc(Hons) Accounting and Finance with Year long work placement (Year 2)


  • This unit catalogue is applicable for the 2023/24 academic year only. Students continuing their studies into 2024/25 and beyond should not assume that this unit will be available in future years in the format displayed here for 2023/24.
  • Courses and units are subject to change in accordance with normal University procedures.
  • Availability of units will be subject to constraints such as staff availability, minimum and maximum group sizes, and timetabling factors as well as a student's ability to meet any pre-requisite rules.
  • Find out more about these and other important University terms and conditions here.