2019/20 Undergraduate Module Catalogue

LUBS0030 Introduction to Marketing

10 creditsClass Size: 90

Module manager: Li Zheng
Email: L.Zheng@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2019/20

This module is not approved as a discovery module

Module summary

The module is designed to give you an introductory level understanding of Marketing theory and also the practice of Marketing in an international context. When taken together with other introductory business modules in the foundation year it provides a solid grounding in key elements of the management discipline. Taken as a stand-alone option it provides the opportunity to explore key business issues from a marketing perspective. During this module you will assess and integrate the key concepts of marketing research, market segmentation, marketing mix decision and marketing communications, supported with a range of examples and case studies.

Objectives

The aim of this module is to provide an introduction to the key theoretical concepts and use real-life case studies to review the practice of marketing across a range of sectors and nations.

Learning outcomes
Upon completion of this module students will be able to:
- Outline how marketing theory is applied in practice
- Describe various marketing activities and their applications to the real business world
- Explain marketing management from both conceptual and practical perspectives
- Position marketing theory in an international context

Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Work as an effective team player
- Apply critical thinking in known contexts

Syllabus

Indicative content
Introduction to marketing
Marketing research
Buyer behaviour
Market segmentation, targeting and positioning
Marketing mix
Product strategies
Pricing
Distribution strategies
Marketing communications
Marketing plans

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	1.00	10.00
Seminar	5	1.50	7.50
Private study hours			82.50
Total Contact hours			17.50
Total hours (100hr per 10 credits)			100.00

Private study

- Reading and preparation for seminars
- Completion of coursework.

Opportunities for Formative Feedback

- Feedback on coursework
- Practice MCQs (delivered via VLE).

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Essay	1,500 words	50.00
Total percentage (Assessment Coursework)		50.00

The resit for this module will be 100% by 2 hour examination.

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	1 hr 00 mins	50.00
Total percentage (Assessment Exams)		50.00

The resit for this module will be 100% by 2 hour examination.

Reading list

The reading list is available from the Library website

Last updated: 31/10/2019

Disclaimer

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