Core modules 11 & 12

Principles of Marketing

Exposes you to both traditional (and still powerful – ideas), and to newer techniques and concepts. Demonstrates the usefulness of marketing knowledge and concepts in analysing and developing markets and products within the context of the whole business operation. Shows how marketers need to be aware of their responsibilities to customers more than shareholders and the ethics of their campaigns.

Learning outcomes

  • What marketing is and is not; its status as a discipline.  Scope and new directions. The new Marketing. Marketing ethical code of conduct.
  • Consumer behaviour
  • New method in the collection and analysis of marketing information
  • Creating a value proposition; features and benefits
  • Communicating in a digital age; Ethical Standards of the Advertising Standards Authority.

New Venture Creation

This module equips you with the knowledge you require to develop and refine your business creation strategy and provides an academic underpinning to the process.

Learning outcomes

  • The landscape of entrepreneurship
  • Networking
  • The business planning process
  • Identifying opportunities
  • Understanding the market place
  • Developing the business model
  • Assembling resources
  • Managing a team
  • Access to funding
  • Pitching for funding
  • Maintaining an ethical business.