2021/22 Undergraduate Module Catalogue
LLLC2294 Marketing
20 creditsClass Size: 45
Module manager: David Gilding
Email: d.gilding@leeds.ac.uk
Taught: 1 Feb to 31 Jan (12mth) View Timetable
Year running 2021/22
This module is mutually exclusive with
LLLC2240 | Marketing |
LUBS2160 | Principles 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.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
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
Syllabus
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 type | Number | Length hours | Student hours |
------------------------- | 1 | 22.00 | 22.00 |
Private study hours | 178.00 | ||
Total Contact hours | 22.00 | ||
Total hours (100hr per 10 credits) | 200.00 |
Private study
All modules on this programme are delivered by block teaching which distributes the 22 hours of teaching over a number of days/weeks using a combination of Lectures, Seminars and WorkshopsPrivate Study Time
Reading - 40
Assignment preparation/research - 40 hours
Assignment writing - 40 hours
Online activities - 58 hours
Opportunities for Formative Feedback
Through workshops, tutorials, submission of draft coursework and online activities.Methods of assessment
Coursework
Assessment type | Notes | % of formal assessment |
In-course Assessment | 2 hour exam | 40.00 |
Report | 2,500 word marketing report | 60.00 |
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 websiteLast updated: 30/06/2021 16:23:12
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- Undergraduate module catalogue
- Taught Postgraduate module catalogue
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- Taught Postgraduate programme catalogue
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