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2018/19 Undergraduate Module Catalogue

LLLC2240 Marketing

20 creditsClass Size: 30

Module manager: David Gilding

Taught: 1 Jan to 31 May View Timetable

Year running 2018/19

This module is mutually exclusive with

LUBS2160Principles of Marketing

This module is not approved as a discovery module

Module summary

The aim of this module is to introduce students to the philosophy of market orientation and the tools for environmental scanning, market research, segmentation, targeting and positioning through the process of marketing planning leading to the marketing tactics (the marketing mix decisions). The module introduces the students to the ethical considerations in marketing and also provides an international perspective on studying for marketing. You will engage in developing your confidence in digital skills by researching for your assignments as well as preparing for tasks before face to face sessions and through interaction with other students online.


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
On the successful completion of this module the learners will be able to:
1. Describe marketing as a process, a function, and a philosophy;
2. Choose and apply tools and techniques for market segmentation and marketing planning;
3. Evaluate of the effectiveness of marketing strategies
4. Explain and apply the elements of the marketing mix and their role in the process of developing and delivering customer value;
5. Recognise the inter-relationship between marketing and other business functions;

Skills outcomes
As part of this module students will develop a range of digital literacy skills. Further details are provided in the module handbook


The content will cover areas such as:
Introduction to Marketing
Marketing Environment
Buyer Behaviour
Marketing Research
Market Segmentation, Targeting and positioning
Marketing Digitalisation & Ethics
Marketing Mix – Product, Branding, NPD Marketing, Price, Promotion, Place
International Marketing

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours180.50
Total Contact hours19.50
Total hours (100hr per 10 credits)200.00

Private study

- Reading: 80 hours
- Critical reflection on practice: 39 hours
- Marketing report preparation: 20 hours
- Assignment Writing: 20 hours
- Examination preparation: 20 hours

Opportunities for Formative Feedback

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

Methods of assessment

Assessment typeNotes% of formal assessment
In-course Assessment2 hour exam60.00
Report2,500 word marketing report40.00
Total percentage (Assessment Coursework)100.00

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: 21/12/2018


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