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2022/23 Undergraduate Module Catalogue

LUBS1860 Fundamentals of Marketing

20 creditsClass Size: 150

Module manager: Eva Mavroudi

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

Year running 2022/23

This module is not approved as a discovery module


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


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 typeNumberLength hoursStudent hours
Independent online learning hours30.00
Private study hours139.00
Total Contact hours31.00
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

Assessment typeNotes% of formal assessment
Group Project5,000 word Group report30.00
Total percentage (Assessment Coursework)30.00

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

Exam typeExam duration% of formal assessment
Online Time-Limited assessment48 hr 00 mins70.00
Total percentage (Assessment Exams)70.00

Students will have to complete an online assessment at the end of the module. This will take place during the examinations period and will be time bound. The assessment will not take 48 hours to complete, but students will have a 48 hour time period in which to complete it. The resit for this module will be 100% by examination.

Reading list

The reading list is available from the Library website

Last updated: 08/09/2022


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