Your first year is a compulsory foundation year, introducing you to key areas in the study of business as well as focusing on Principles of Marketing. 

1. Principles of Marketing

• Introduction to the core concepts of marketing.
• The 4 Ps: Product, Price, Place, and Promotion.
• Market research, segmentation, and target markets.
• Customer relationship management.

2. Strategic Marketing

• Developing marketing strategies to align with business goals.
• Understanding competitive analysis, market positioning, and differentiation.
• SWOT analysis (Strengths, Weaknesses, Opportunities, Threats).
• Implementation of strategic plans.

3. Consumer Behavior

• The psychology behind consumer decision-making.
• Factors influencing consumer choices: cultural, social, personal, and psychological.
• Consumer decision-making process and models.
• How to develop customer-centric marketing strategies.

4. Digital Marketing

• Understanding online marketing channels: social media, SEO, SEM, email marketing.
• Digital advertising strategies and analytics.
• Content marketing and web analytics.
• Mobile marketing and the role of technology in marketing.

5. Marketing Research

• Qualitative and quantitative research methods.
• Data collection techniques: surveys, focus groups, and interviews.
• Analyzing and interpreting marketing data to make informed decisions.
• Reporting and presenting research findings.

6. Brand Management

• Brand positioning, brand equity, and brand loyalty.
• Developing a strong brand identity.
• Managing brand portfolios and extensions.
• Strategies for brand growth and protection.

7. Sales and Distribution Management

• Sales strategies and techniques.
• Sales force management and customer relationship management.
• Distribution channels and logistics.
• Retail management and e-commerce platforms.

8. Integrated Marketing Communications (IMC)

• Crafting and delivering consistent messages across all marketing channels.
• Advertising, public relations, sales promotion, and direct marketing.
• Media planning and buying.
• Crisis communication and reputation management.

9. Global Marketing

• Understanding the challenges and opportunities of marketing in international markets.
• Global market entry strategies.
• Cross-cultural marketing and international branding.
• Adapting marketing strategies for different countries and regions.

10. Marketing Analytics

• Analyzing market data to measure the effectiveness of marketing campaigns.
• Key performance indicators (KPIs) and metrics.
• Tools for marketing analysis such as Google Analytics, CRM, and data visualization.
• Predictive analytics and customer insights.

11. Marketing Ethics and Corporate Social Responsibility (CSR)

• Ethical issues in marketing.
• Sustainable marketing and eco-friendly strategies.
• Corporate social responsibility and its impact on brand image.
• Consumer privacy and data protection.

12. Entrepreneurial Marketing

• Marketing strategies for start-ups and small businesses.
• The role of innovation and risk in marketing.
• Building a marketing plan for new ventures.
• Leveraging limited resources to maximize marketing impact.

13. Retail and Event Marketing

• Retail marketing strategies: in-store promotions, loyalty programs, and location analysis.
• Event marketing and experiential marketing strategies.
• Planning and executing trade shows, exhibitions, and sponsorships.
• Connecting with customers through physical and virtual events.

14. Pricing Strategies

• Pricing models: cost-based, value-based, and competition-based pricing.
• Price elasticity and its impact on demand.
• Discounting and promotional pricing techniques.
• Psychological pricing strategies.

15. Marketing Management and Leadership

• Managing a marketing team and department.
• Leadership skills in marketing management.
• Resource allocation, budgeting, and performance evaluation.
• Aligning marketing strategies with overall business objectives.