Principles of Marketing

Subject code: MKT100

Subject Aim

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.

Learning Outcomes

  1. Define the concept of marketing
  2. Identify the internal and external environments
  3. Describe market segments
  4. Identify target markets
  5. Identify the key factors in the consumer decision-making process
  6. Distinguish the elements of the marketing mix.

Student Assessment

Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information. Students are required to prepare for assessments by reading the subject matter in course notes, handouts and readings as well as independently researching. Class work and practical application of theory assist in reinforcing the importance of this subject’s topics. Each student is required to participate in class discussions and activities.

The overall assessment program is the following:

No Assessment Issued Due Weighting Type Outcomes
1 Segmentation Report Week 1 Week 6 35% Individual Assignment 1,2,4,6
2 The Pitch Week 5 Week 10 25% Group Assignment 1,3,5
3 Final Exam Week 8 Exam Week/s 40% Final Exam 1,2,3,4

the ISCA