Principles of Marketing and Communications in a Digital World

Available to non-Business students

This module is designed to introduce you to the essential concepts and skills used in modern marketing management. An organisation’s customers represent one of its most important assets and marketing is about identifying and satisfying customers’ needs and wants and responding by providing appropriate products and services.
This module introduces students to the modern marketing environment where digital technologies such as websites and communications involving social media are increasingly important. The underlying theories behind many key marketing decisions, such as pricing of goods and services, the use of promotional tools such as advertising and digital marketing, will be covered. The use of marketing campaigns will also be covered.