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2019/20 Undergraduate Module Catalogue

LUBS1860 Fundamentals of Marketing

20 creditsClass Size: 110

Module manager: Magnus Hultman

Taught: Semesters 1 & 2 View Timetable

Year running 2019/20

This module is not approved as a discovery module


This module aims to provide a robust foundation of the general principles of marketing, its key concepts and their application in a range of settings; knowledge of fundamental marketing principles and concepts; and understanding of marketing analysis and consequent decision making.

Learning outcomes
Upon completion of this module students will be able to;
- Identify and describe key marketing activities and apply these in organisational settings
- Explain marketing from both a conceptual and a practical perspective
- Appraise the rational of marketing decisions taken by organisations
- Critically evaluate marketing activity and its implementation and control

Skills outcomes
Upon completion of this module students will be able to:
- Apply Team Working; Analytical and Critical Thinking skills to planning and organising independent work


Indicative content
Introduction to modern marketing thought
Analysing the marketing environment
Understanding buyer behaviour
Market segmentation, targeting and positioning
Marketing mix: Product
Marketing mix: Price
Marketing mix: Promotion
Marketing mix: Place
Marketing mix: Physical Evidence, People, Processes
Digital applications across the whole of the marketing discipline
Service marketing
Marketing’s practical application across a range of industry settings
Marketing ethics
Marketing implementation and control

Teaching methods

Delivery typeNumberLength hoursStudent hours
Independent online learning hours30.00
Private study hours138.00
Total Contact hours32.00
Total hours (100hr per 10 credits)200.00

Private study

30 hours of independent online learning will be used to prepare for the 10 subject specific seminars (3hrs per seminar); private study will be used to prepare for the group assignment and examination (c. 40 hours for group assignment and c. 98 hours for individual examination)

Opportunities for Formative Feedback

Feedback will be provided on the first group presentation to help students assess their progress and prepare for the second and final component of the assessment. Participation in seminars and seminar activities will provide the students with feedback on the students understanding of the various components of the module.

Methods of assessment

Assessment typeNotes% of formal assessment
Group Project5,000 word report25.00
Poster Presentation.5.00
Total percentage (Assessment Coursework)30.00

The resit for this module will be 100% by 3 hour examination.

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins70.00
Total percentage (Assessment Exams)70.00

The resit for this module will be 100% by 3 hour examination.

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53


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