2023/24 Undergraduate Module Catalogue

LUBS1860 Fundamentals of Marketing

20 creditsClass Size: 150

Module manager: Kshitij Bhoumik
Email: k.bhoumik@leeds.ac.uk

Taught: Semesters 1 & 2 (Sep to Jun) View Timetable

Year running 2023/24

This module is not approved as a discovery module

Objectives

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:
Transferable
- Apply Team Working; Analytical and Critical Thinking skills to planning and organising independent work

Syllabus

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 type	Number	Length hours	Student hours
Lecture	22	1.00	22.00
Seminar	9	1.00	9.00
Independent online learning hours			30.00
Private study hours			139.00
Total Contact hours			31.00
Total hours (100hr per 10 credits)			200.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Group Project	5,000 word Group report	30.00
Total percentage (Assessment Coursework)		30.00

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

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc) (S1)	2 hr 00 mins	70.00
Total percentage (Assessment Exams)		70.00

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

Reading list

The reading list is available from the Library website

Last updated: 02/08/2023

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