Principles of Marketing is an introductory course in the subject area of Marketing.

The course introduces students to the Marketing field of study and builds on a traditional consumer marketing approach, which during the course is being challenged by emerging perspectives on services marketing, business-to-business marketing, consumer behaviour, market communication etc. The core of the course is an understanding of the company marketing decision-making process for different applications, including NGOs and public organisations.

The topics discussed in the course include:

- Marketing strategy
- The company and its environment, market intelligence
- Buyer behaviour in consumer and business markets
- Market segmentation
- Branding and market communication
- Product, price and distribution strategy
- Business ethics and CSR
- Marketing research
- Academic English writing and reading

The course aims to develop student’s general theoretical knowledge of marketing. Upon completion of the course, students should be able to:

Knowledge and understanding
1. Define and understand basic marketing terminology and concepts.
2. Demonstrate knowledge and understanding in the marketing, including knowledge of the disciplinary foundation of the field, understanding of applicable methodologies in the field as awareness of current research issues.

Skills and abilities
3. Demonstrate the ability to search for, gather, evaluate and critically interpret the relevant information for a formulated problem and also discuss phenomena, issues and situations critically.
4. Demonstrate the ability to present and discuss information, problems and solutions in speech and writing and in dialogue with different audiences.
5. Write formal texts in English based on the ability to read and analyse academic texts.

Judgement and approach
6. Demonstrate the ability to make assessments in the field of marketing, informed by relevant disciplinary, social and ethical issues.