2019/20 Undergraduate Module Catalogue
20 creditsClass Size: 238
Module manager: Dr Giuseppe Musarra and Dr Maximilian Gerrath
Email: G.Musarra@leeds.ac.uk / M.Gerrath@leeds.ac.uk
Taught: Semesters 1 & 2 View Timetable
Year running 2019/20
Pre-requisite qualificationsLUBS1940 Economics for Management
LUBS 1950 Economic Theory and Applications 1
This module is mutually exclusive with
|LUBS2160||Principles of Marketing|
This module is not approved as a discovery module
Module summaryFundamentals of marketing is for students engaged in degree schemes that fall largely or entirely in management / business areas.The semester one tutorial element of this module utilises a series of computer based marketing information workshop tasks in which you must interrogate online databases, find and analyse marketing data, and draw conclusions, all guided by the overall objective of being able to create marketing strategies.The semester two tutorial element of the module involves a series of student centred, team based case study analysis projects leading to presentations by student teams. Some semester two exercises require you to do self-guided research, since the module leader gives projects to complete but provides little or no case study material.
ObjectivesThis module aims to provide students with no prior knowledge of marketing, but with basic knowledge of other management disciplines with a grounding in the basics of marketing. The module has the additional objective of providing students with the relevant skills and knowledge to prepare for more advanced study of marketing and strategic management.
Upon completion of this module students will be able to:
- Describe and apply accurately in context a range of fundamental theories and concepts in marketing
- Apply knowledge of the discipline and associated skills, as relevant, to a range of real world cases and examples
- Describe and deploy online marketing information systems in the context of practical uses for the Internet
Upon completion of this module students will be able to:
- Effectively apply self-guided and self-critical learning skills to accomplish a task guided by its overall objective with relatively little micro-management
- Exercise team working, leadership and presentation skills in team-based case study analysis projects and student team presentations
- Apply independent study skills, critical analysis skills and initiative as appropriate to self-guided research
Basic concepts of marketing:
Definition of marketing; confronting common misconceptions about marketing; how marketing creates happiness; why marketing is fundamentally good, ethical and a positive social force; value; the marketing transaction; marketing as philosophy and function; marketing philosophy compared to sales philosophy, product philosophy and production philosophy; societal marketing philosophy; critical discussion of marketing in its broader political and ideological context; needs, wants and demands; existing, latent and incipient markets; defining the market.
Market segmentation, targeting and positioning (STP Marketing):
Mass, differentiated and concentrated marketing; geographic market segmentation; demographic market segmentation; geodemographic market segmentation; psychographic market segmentation; behavioural market segmentation; simple and advanced multivariate market segmentation; segment profiling.
Targeting (selecting the target market segment):
Size, growth, profitability, competition, accessibility, actionability and risk.
Positioning, the marketing mix, the four Ps, and extensions to the four Ps:
Product, price, place, promotion, people, process, physical evidence
Differential advantage, competitive advantage and defensibility
Repositioning in the face of changes in the macro and micro environment
Basic concepts of marketing research:
Marketing information systems; research planning; critical comparison of desk and field marketing research; application of desk research in Marketing Information Workshops; critical comparison of ad hoc and off-the-peg marketing research; application of off-the-peg marketing research in Marketing Information Workshops; critical comparison of quantitative and qualitative marketing research; focus groups; survey research – critical discussion of questionnaire design; survey research – critical discussion of survey technique; critical discussion of observation; critical discussion of experimentation; data, analysis and information.
Specific tools used for case study analysis in addition to those listed above:
SWOT; PEST; strategic triangle; competitor-based marketing strategy; generation, evaluation and selection of strategic options.
|Delivery type||Number||Length hours||Student hours|
|Private study hours||172.00|
|Total Contact hours||28.00|
|Total hours (100hr per 10 credits)||200.00|
Private studyFor each 20 credits of study taken, the expectation is that the normal study time (including attendance at lectures and tutorials, self-study and revision) is 200 hours.
Opportunities for Formative Feedback- Internet based MCQ tests with answers and explanation for student self assessment.
- Documents: examination technique and success criteria give feedback, guidance on how to answer questions and answers to frequently asked questions regarding the exam.
Methods of assessment
|Exam type||Exam duration||% of formal assessment|
|Standard exam (closed essays, MCQs etc)||1 hr 00 mins||30.00|
|Standard exam (closed essays, MCQs etc)||2 hr 00 mins||70.00|
|Total percentage (Assessment Exams)||100.00|
The resit for this module will be 100% by 3 hour examination.
Reading listThe reading list is available from the Library website
Last updated: 30/04/2019
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