DURHAM UNIVERSITY 
BUSI1131: Marketing Principles 
Credits: 20 
Comprehensive Revision Guide and Course Notes 2025 
 
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BUSI1131: Marketing Principles

£29.00

ACADEMIC YEAR 2025 - 2026

University	Durham University
Department	Management and Marketing
Module Code	BUSI1131
Module Name	Marketing Principles
Notes Title	Comprehensive Revision Guide and Course Notes
Page Length	129

This guide for BUSI1131: Marketing Principles at Durham University gives you all the essentials to succeed in the module. It covers every topic with clear explanations, helpful illustrations, and worked examples that make key concepts easier to understand and apply. The guide is well-structured, highlighting important theories and methods with practical examples to show how they work in real situations. Updated to match current learning objectives, it equips you with the knowledge and confidence needed to do well in the module.

This module introduces you to the key principles of marketing theory and how they apply across both commercial and non-commercial settings. You will not only learn the basics of marketing but also start exploring how these ideas are used in real-world practice. A central aim of the module is to help you critically engage with marketing concepts, academic research, and case studies. Rather than simply focusing on how marketing can be used to maximise sales, the course encourages you to think more deeply about the broader role of marketing and to question underlying principles.

Throughout the module, you will examine how marketing works in practice, considering factors such as domestic and international contexts, cultural influences, market characteristics, and emerging trends. By blending theory with case studies and up-to-date research, the course gives you both a solid grounding in marketing and an appreciation of its practical application.

Key Areas of Focus:

Consumer behaviour and decision-making
Market segmentation, target marketing and profiling consumers
Marketing strategy and planning
Brands, Branding and positioning
Marketing of products, services and experiences
Distribution channels, retailing, and the retail environment
Marketing communications: Communications Theory; integrated marketing communications campaigns
Pricing
Sustainability and ethics in marketing

MODULE CODE	MODULE NAME
ACCT1061	Financial Accounting
ACCT1101	Fundamentals of Management Accounting
ACCT2071	Financial Management
ACCT2081	Management Accounting
ACCT2101	Financial Reporting
ACCT2141	Intermediate Financial Reporting
ACCT3091	Corporate Reporting
BUSI1131	Marketing Principles
BUSI1141	People, Management and Organisations
ECON1011	Principles of Economics
ECON1021	Economic Methods
ECON2011	Macroeconomics
ECON2021	Microeconomics
ECON2061	Econometrics
FINN1011	Foundations of Finance
FINN1037	Quantitative Methods 2
FINN1061	Introduction to Financial Economics
FINN2021	Financial Markets and Institutions
FINN2041	Corporate Finance
FINN2117	Derivative Markets
FINN3101	Financial Derivatives and Financial Engineering
MATH1617	Statistics I

BUSI1131: Marketing Principles

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