Skip to main content
Short courses

Course overview

Marketing is about identifying and responding to consumer and market needs. You are introduced to the main principles of marketing and its impact on businesses operating in challenging and competitive environments. You develop a unique insight into areas such as strategy, the digital phenomena and marketing theory to transform your conventional thinking.

Summer University 2019 has now finished. We will be running a range of short courses as part of Winter University in January 2020. Our Winter University 2020 brochure will be available in November - please register your details here if you would like to receive a brochure when it is available.

Where you study

Middlesbrough campus

See more Winter University courses


Course details

What you study

Module aims
- To provide students with an introduction to the main principles and practices of marketing.
- To define the marketing concept and its role at the interface between the organisation and the outside world.
- To explain the basic elements through which the marketing concept is implemented.
- To examine some topical issues in marketing.
- To prepare the student for studying a Higher Education business course.

Indicative Content
- Evolution of Marketing, including definitions & philosophy
- Organisational environment
- Marketing research and information
- Customer Insights - segmentation & targeting, introduction to consumer behaviour
- Application of the marketing mix
- Introduction to marketing in a range of contexts - services, B2B, PR, and digital marketing

How you are assessed

End Course Assessment (100%):

A 2000 word report will be used to assess student’s learning outcomes. Students will pick an organisation of their choice and conduct an analysis of its marketing strategy and its relative success. The report will be underpinned by applicable theory/course content to demonstrate marketing concept application.

The report will include a section for students to reflect upon their learning experience.


Entry requirements

Entry requirements

No formal entry requirements needed



2020 entry

  • Length: Credits: 10, Level: 4, Fees: £50.00