This module introduces students to the essentials of marketing (key concepts, methods of analysis, strategies and tactics) critical to managing profitable customer relationships in today’s dynamic and connected environment. It equips students to understand how marketing decisions are made and how technology and data support them.
This module aims to equip students with the knowledge, skills, and entrepreneurial mindset to identify opportunities, apply creativity and innovation, and develop viable, sustainable, and customer-centred technology ventures that address real-world challenges responsibly.
The module covers a number of topics which will give a broad appreciation of a number of economic principles including the basic economic issue of resource allocation and scarcity. Alternative economic systems will be considered as well as supply, demand and elasticity concepts and market structures - perfect competition, monopoly, monopolistic competition and oligopoly. The module also examines the key issues of economic growth, inflation and unemployment and general macroeconomic policy. The module is a core module on the programme and forms a foundation for the business component of the programme.