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2017/18 Undergraduate Module Catalogue

LLLC0105 Introduction to Marketing

20 creditsClass Size: 44

Module manager: David Gilding
Email: d.gilding@leeds.ac.uk

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2017/18

This module is not approved as a discovery module

Objectives

The aim of the module is to provide students with an understanding of the fundamental principles of marketing and its role in an organisational context.

Learning outcomes
Knowledge of:

- Marketing as a process, a function and a philosophy
- Tools and techniques for market segmentation and marketing planning
- The elements of the marketing mix and their role in the process of developing and delivering customer value
- The inter-relationship between marketing and other business functions
- The ethical implications of marketing activities

Skills outcomes
Ability to :
- Apply tools and techniques for market segmentation and marketing planning.
- Use the 4 P's to produce an appropriate marketing mix.
- Identify, interpret and evaluate the main components of a marketing plan.


Syllabus

Consideration of theory and practice in relation to:
- Marketing research
- Market segmentation and targeting
- Marketing mix
- Pricing strategies
- Product development
- Marketing plans

Teaching methods

Delivery typeNumberLength hoursStudent hours
Lectures112.0022.00
Seminar51.005.00
Private study hours173.00
Total Contact hours27.00
Total hours (100hr per 10 credits)200.00

Private study

Reading 80 hours
Critical reflection on practice 33 hours
Seminar preparation 20 hours
Assignment Writing 20 hours
Examination preparation 20 hours
TOTAL 173

Opportunities for Formative Feedback

Through regular workshops, monitoring of student contributions, formative feedback and the staged submission of coursework

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
Report2000 word Marketing report40.00
Total percentage (Assessment Coursework)40.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated


Exams
Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 60.00
Total percentage (Assessment Exams)60.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 29/04/2014

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