Module and Programme Catalogue

Search site

Find information on

2022/23 Undergraduate Module Catalogue

LLLC2294 Marketing

20 creditsClass Size: 45

Module manager: Andrew Richardson

Taught: 1 Feb to 31 Jan (12mth) View Timetable

Year running 2022/23

This module is mutually exclusive with

LUBS2160Principles 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.


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


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 typeNumberLength hoursStudent hours
Private study hours178.00
Total Contact hours22.00
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 Workshops

Private 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

Assessment typeNotes% of formal assessment
In-course Assessment2 hour exam40.00
Report2,500 word marketing report60.00
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 website

Last updated: 09/05/2022 16:33:44


Browse Other Catalogues

Errors, omissions, failed links etc should be notified to the Catalogue Team.PROD

© Copyright Leeds 2019