Subject Code: AMKT100


In the course of an ordinary day we encounter hundreds, even thousands of marketing efforts brought to us by professional marketers, and we are the targets of countless marketing communications campaigns. This subject will introduce you to the techniques and the concepts that practicing marketers use to develop products and successful marketing campaigns. Marketers work to bring about exchanges that will simultaneously satisfy our needs and the needs of their organisations. This subject will examine the evolution of marketing theory and the environment in which it operates. The subject will look closely at what constitutes a market and how a marketer identifies, segments and targets markets. It will introduce you to the ways in which marketers develop the elements of the marketing mix. It will enable you to become practitioners of marketing theory through a series of exciting, competitive and interactive tutorials.


This subject explains and demonstrates the basic knowledge and concepts of marketing with particular attention paid to the specific characteristics of service industries such as the hospitality industry, tourism, events, sports and retail.

Teaching and Learning Strategy

The subject consists of formal lectures, class discussion tutorials, analysis of case studies, self study, class debate tutorials and the preparation of a syndicate group assignment and presentation, linking theory to practice. During this unit students will learn to describe the concepts of positioning and competitive advantage together with the concept of product development. They will understand how to select appropriate pricing, distribution and promotion strategies.

Learning Outcomes

  1. Understand the concept of marketing.

  2. Analyse the external and internal marketing environment.

  3. Segment the market and identify target markets.

  4. Identify the key factors in the consumer decision making process.

  5. Pitch a marketing proposal with confidence and authority across the elements of the marketing mix.


Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information.

NoTypeWeightingLearning Outcomes
1Individual Assignment25.00%1,2,4
2Group Assignment25.00%1,3,5
3Final Exam50.00%1,2,3,4