Overview:

Marketing at Lancaster University introduces students to the principles and practices involved in understanding customers, developing market-focused strategies, and communicating value. The course provides a foundation for examining how organisations use marketing knowledge to respond to changing consumer needs and competitive environments.

What You'll Learn:

• Core concepts and principles that underpin modern marketing practice

• Consumer behaviour and the factors that influence purchasing decisions

• Market research and approaches to gathering and interpreting relevant information

• Marketing strategy, including the assessment of markets and development of appropriate plans

• Branding, positioning, and the ways organisations create and communicate value

• Marketing communications and the role of different channels in reaching target audiences

• The relationship between marketing and wider business functions

• The use of analytical and critical thinking to evaluate marketing issues and decisions

• Contemporary developments that shape marketing practice and organisational decision-making

Learning Outcomes:

By the end of the course, students will be able to explain key marketing concepts and apply them to business situations. They will be able to assess consumer and market information, identify relevant marketing challenges, and use evidence to support informed recommendations. Students will also develop the ability to evaluate marketing strategies and communication approaches critically, considering how effectively they address particular market needs. The course supports an understanding of how marketing contributes to broader organisational objectives and how different elements of marketing work together. Students will gain a structured approach to analysing marketing problems, interpreting relevant evidence, and communicating their conclusions clearly.