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ZUG1039 - Marketing your business

15 Credits


This module aims to introduce students to the main components and concepts of marketing a business. It will serve as a conceptual core to which more specialist modules, such as entrepreneurship and accounting, can be related.

The content of this module includes the fundamental concepts and process of marketing; how environmental factors (situation analysis) impact the marketing of a business; buying behaviour; market segmentation, targeting, positioning and differentiation. The elements of marketing (7Ps, including online and social elements); services marketing and customer relationship management will also be covered.

Undergraduate – Module

Refer to the specific census and withdrawal dates for the semester(s)/term(s) in which this module is offered.


  • Second Semester 2021


  • Discuss the process of marketing
  • Conduct a situational analysis
  • Apply skill to segment the market, approach targeting, position and differentiate your business
  • Apply the various marketing mix elements
  • Explain the role and importance of services and customer relationship management


  • Within semester / term assessment: 50%
  • Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this module is 150 hours typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The module requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.