This module introduces you to the world of marketing. What is marketing all about? To put it in a nutshell, marketing is two things. First, it is a business philosophy whose main premise is that the customer is king and that if a company can provide enough people with exactly what they want, they will make a profit. This implies that marketing is a particular way of looking at the world of business. This in itself is rather intangible and explains why there is a lot of uncertainty regarding marketing's domain.

Second, marketing is a business function, which is much more tangible. The dominant view holds that marketing is the business function responsible for finding out what the customer wants (marketing research), providing the customer with that product or service (product development), in a convenient outlet at the right time and in the right quantities (distribution), and information the customer about the product or service (marketing communications). It is about planning the future of the company and staying ahead of the competition. Increasingly, this also necessitates relationship building as organisations pursue customer loyalty.

Consequently, marketing is a critical business activity. While there are many obvious opportunities provided by increasingly complex, dynamic, and competitive markets, companies lacking explicit marketing skills face significant risks.

Applicants must have a minimum second-class Level 8 honours degree (QQI NFQ or other internationally recognised equivalent) in a relevant or appropriate subject, or equivalent prior learning that is recognised by the University as meeting this requirement.

Applicants must also satisfy the English Language Requirements of the University.

Successful completion of this module does not automatically qualify you for entry into a further award. All programme applicants must meet the entry requirements listed if applying for a further award.