Introduction To Marketing
- Management Sciences
- 100 level
- 2 credit units
- 104 pages
- 15 units
This course introduces students to the fundamental concepts and principles of marketing. It explores the core elements of marketing, including marketing management philosophies, the marketing environment, and the functions of marketing. Students will also learn about product classification, the buying process, channels of distribution, market segmentation, promotion strategies, and the importance of consumerism in modern business.
About this course
- Difficulty
- Beginner
- Study hours
- 20 hours
- Maths
- None
- Content
- Theoretical
- Practical work
- No
- Assignments
- Tutor Marked Assessments
- Final Examination
What you'll read
The real module and unit structure of MKT108, taken from the course material NOUN publishes.
One paragraph, so you can see how it reads
MKT108 · UNIT 1: INTRODUCTION TO MARKETING
Marketing has been viewed differently by different people. This is based on individual perception. Marketing is a crucial human activity. It embraces the activities we engage in to satisfy economic needs and wants. Let us pause to examine some definitions by some scholars, as outlined below.
What you should be able to do
- Define marketing and its core concepts
- Explain different marketing management philosophies
- Identify factors affecting marketing activities
- Classify various types of products
- Describe the buying process and consumer behavior
- Explain the basis of segmenting markets
- Understand methods of promoting products
- Explain the origin of consumerism and consumer rights
What it prepares you for
- Marketing Assistant
- Sales Representative
- Brand Manager
- Market Research Analyst
- Advertising Executive
- Retail
- Consumer Goods
- Advertising
- Market Research
- E-commerce
Where it gets hard
The units students slow down on, and what makes each one heavy.
- Module 2: Channels of Distribution
Unit 4: Channels of Distribution
Understanding the complexities of distribution networks and the strategic role of middlemen requires careful analysis and critical thinking.
- Module 3: Market Strategies
Unit 3: Market Segmentation
Requires understanding of consumer psychology, data analysis, and strategic decision-making to effectively target different consumer groups.
A suggested way through it
13 weeks, about 30 hours in total. Yours will differ.
- Week 1Module 1: Introduction to Marketing
Unit 1: Introduction to Marketing · 2 hours
Read Unit 1: Define marketing, outline basic concepts, and discuss its importance.. Complete self-assessment exercises on the evolution of marketing..
Unit 2: Approaches to the Study of Marketing · 2 hours
Read Unit 2: Explain the commodity, institutional, functional, managerial, and social approaches to marketing.. Reflect on the application of these approaches in real-world marketing activities..
- Week 2Module 1: Introduction to Marketing
Unit 3: Marketing Management Philosophies · 2 hours
Read Unit 3: Explain the production, product, selling, marketing, and societal marketing concepts.. Analyze the implications of each concept on marketing activities..
Unit 4: Marketing Environment · 2 hours
Read Unit 4: Explain the external and internal marketing variables.. Discuss the implications of these variables on marketing activities..
- Week 3Module 1: Introduction to Marketing
Unit 5: Functions of Marketing · 2 hours
Read Unit 5: Classify marketing functions into merchandising, physical distribution, and auxiliary functions.. Explain each function with relevant examples..
- Week 4Module 2: Channels of Distribution
Unit 1: Product Classification I: Consumer Products · 2 hours
Read Unit 1: Define a product and classify products into consumer and industrial products.. Explain the characteristics of consumer products..
- Week 5Module 2: Channels of Distribution
Unit 2: Product Classification II: Industrial Products · 2 hours
Read Unit 2: Define an industrial product and explain its classification.. State the benefits of industrial products..
- Week 6Module 2: Channels of Distribution
Unit 3: Buying Process · 2 hours
Read Unit 3: Explain the reasons why people buy goods or services.. Describe the buying process..
- Week 7Module 2: Channels of Distribution
Unit 4: Channels of Distribution · 2 hours
Read Unit 4: Explain marketing channels and types of channels.. State the role of distribution channels in the overall marketing of products..
- Week 8Module 2: Channels of Distribution
Unit 5: Middlemen and Marketing Activities · 2 hours
Read Unit 5: Explain who is a middleman and state various types of middlemen.. Describe the importance of middlemen in marketing..
- Week 9Module 3: Market Strategies
Unit 1: Marketing of Services · 2 hours
Read Unit 1: Define service and service-marketing.. Classify various forms of services and state their characteristics..
- Week 10Module 3: Market Strategies
Unit 2: Marketing Risks · 2 hours
Read Unit 2: Explain the term marketing risks.. Classify marketing risks and state methods of handling them..
- Week 11Module 3: Market Strategies
Unit 3: Market Segmentation · 2 hours
Read Unit 3: Define market segmentation.. State the benefits of market segmentation and explain the basis of market segmentation..
- Week 12Module 3: Market Strategies
Unit 4: Promotion · 2 hours
Read Unit 4: Explain the term promotion.. State the importance of promotion to marketing and list the promotional mix..
- Week 13Module 3: Market Strategies
Unit 5: Consumerism · 2 hours
Read Unit 5: Describe the term consumerism and explain who is a consumer.. State the benefits of consumerism..
Preparing for the exam
- Review all study units and focus on key definitions and concepts.
- Practice applying marketing philosophies to real-world scenarios.
- Create diagrams to understand the buying process and distribution channels.
- Summarize the main points of each unit and review them regularly.
- Attempt all tutor-marked assignments to test your understanding.
- Practice answering past examination questions to get familiar with the exam format.
Questions students ask about this course
What is MKT108 about?
This course introduces students to the fundamental concepts and principles of marketing. It explores the core elements of marketing, including marketing management philosophies, the marketing environment, and the functions of marketing. Students will also learn about product classification, the buying process, channels of distribution, market segmentation, promotion strategies, and the importance of consumerism in modern business.
How many units does MKT108 have?
MKT108, Introduction To Marketing, has 15 units across 3 modules, over 104 pages of course material. You can read it one unit at a time.
How many credit units is MKT108?
MKT108 carries 2 credit units, at 100 level in Management Sciences.
Is MKT108 hard?
MKT108 is rated beginner level, with no mathematical content. It is mostly theoretical work.
How long does MKT108 take to study?
About 20 hours of study, spread across its 15 units.
How is MKT108 assessed?
MKT108 is assessed by Assignments, Tutor Marked Assessments and Final Examination.
What can I do with MKT108?
Marketing Assistant, Sales Representative, Brand Manager, Market Research Analyst and Advertising Executive.