This course will provide you with an understanding of the fundamental concepts of marketing.


This course focuses on the challenges management faces in developing and implementing both a marketing philosophy and successful marketing programmes. The critical importance of marketing arises from its role as the boundary function between the organisation and the marketplace. Changes in the market require changes from the company; changes made by the company create changes in the market. Marketing is concerned with managing this ever-changing relationship.

This course can be taken individually or combined over a period of time towards a Postgraduate Certificate of Professional Development https://www.ulster.ac.uk/courses/201819/postgraduate-certificate-of-professional-development-16046

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About this course

In this section


This course aims to familiarise participants with the management issues of marketing analysis, marketing planning and marketing implementation in a range of contexts, including private and public sectors, goods and services industries, and in industrial and consumer markets.The course also demonstrates the role of marketing and marketing thought in other areas of businesses activity, particularly in business strategy.

On completion of the course, participants will be able to:

  • Recognise the role of marketing in management thinking and practice.
  • Understand the nature of markets in a dynamic, global, information-intensive environment.
  • Understand fundamental concepts, processes and managerial frameworks of marketing.
  • Develop competence in the application of tools and techniques for marketing analysis, planning and implementation.

Linked programmes

MBA Business Administration,


100% Coursework - (1) Presentation i.e. a group presentation based on a live marketing issue (or issues) facing a selected organisation (30%) and (2) Written Assignment (3000 words) based on the same live marketing issue (70%). Both the presentation and written assignment are group-based.To highlight individual contribution, each of the team members must include a 'statement of my contribution' outlining how they advanced the team's efforts and what was learned from this exercise. These must be signed off by all members. A % of the overall marks will be aligned to individual contribution.


This course requires attendance onfour individual days from 9.30am to 5pm on:

Friday 28 September 2018

Friday 26 October 2018

Friday 16 November 2018

Friday 7 December 2018

Entry requirements

Any undergraduate degree and 3 years + management/leadership experience.

English Language Requirements

Applicants whose first language is not English must meet the minimum English entrance requirements of the University and will need to provide recent evidence of this (certified within the last two years).

Most of our courses require a minimum English level of IELTS 6.0 or equivalent, with no band score under 5.5. Trinity ISE: Pass at level III also meets this requirement.

Please see details of the English language qualifications and certificates we can accept - https://www.ulster.ac.uk/__data/assets/pdf_file/0005/177404/Other-english-language-tests-and-qualifications-2017.pdf

International applicants will also require a short-term study visa. Further information is available at https://www.ulster.ac.uk/international/visa-immigration

Start dates

  • 28 September 2018
How to apply


How to apply

The following page explains the postgraduate short course application procedure:

https://www.ulster.ac.uk/apply/how-to-apply/short-courses (choose postgraduate short courses)

Start dates

  • 28 September 2018

Fees and funding

In this section


Northern Ireland & EU:
England, Scotland & Wales:

Fees information

Information about how to pay for a course including different payment options is available at


Scholarships, awards and prizes

Fee waivers may be available to those who meet the eligibility criteria. More information is available from FlexEd@ulster.ac.uk


Email: FlexEd@ulster.ac.uk

Telephone: (+44) 028 9036 6680

For more information visit

Ulster University Business School

Department of Management, Leadership and Marketing