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Principles of Marketing and Strategy

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This module provides you with an understanding of the fundamental concepts of marketing and strategic management, and introduces you to the philosophy of market-led strategic change.

This is a highly interactive course developing presentation skills for further academic study. This new course is open to all but it can also contribute to the pathway to a degree in accounting. It is specifically designed for those who would like a taster for the pathway.

The course can also be taken as a stand-alone course for career development, as part of your continuing professional development, or for those with an interest in marketing issues.

Learning and teaching

The course is taught through a mix of:

  • lectures and seminars
  • student-led team work to achieve a marketing strategy.

Coursework and assessment

To award credits we need to have evidence of the knowledge and skills you have gained or improved.

The assessment element for this course is to develop and launch a marketing strategy.

Reading suggestions

  • Principles of Marketing 4th European Edition by Kotler, Wong, Saunders and Armstrong
  • Marketing: real people, real decisions 1st European Edition by Solomon, Marshal, Stuart, Barnes and Mitchell

Library and computing facilities

As a student on this course you are entitled to join and use the University’s library and computing facilities. Find out more about using these facilities.


Our aim is access for all. We aim to provide a confidential advice and support service for any student with a long term medical condition, disability or specific learning difficulty. We are able to offer one-to-one advice about disability, pre-enrolment visits, liaison with tutors and co-ordinating lecturers, material in alternative formats, arrangements for accessible courses, assessment arrangements, loan equipment and dyslexia screening.