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2022/23 Undergraduate Module Catalogue

LUBS2160 Principles of Marketing

10 creditsClass Size: 150

Module manager: Sally Chan

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

This module is mutually exclusive with

LUBS2840Marketing Research

This module is approved as a discovery module

Module summary

This module offers an introduction to marketing for any Leeds University Undergraduate student (with permission of home department). This module combines traditional learning opportunities and "learning by doing" approaches via a programme of team based case study analysis and presentation exercises.


This module aims to provide students with no prior knowledge of any management discipline a grounding in the fundamentals of marketing.

Learning outcomes
Upon completion of this module students will be able to:
- Describe and apply appropriately a range of fundamental theories and concepts in marketing
- Apply acquired knowledge of the discipline and relevant skills to a range of real world cases and examples

Skills outcomes
Upon completion of this module students will be able to:
- Apply effectively team working, leadership and presentation skills in case study analysis projects leading to presentations by student teams
- Exercise independent study skills, critical analysis skills and initiative in self-guided research


1. Basic concepts of marketing:
Definition of marketing; confronting common misconceptions about marketing; how marketing creates happiness; why marketing is fundamentally good, ethical and a positive social force; value; the marketing transaction; marketing as philosophy and function; marketing philosophy compared to sales philosophy, product philosophy and production philosophy; societal marketing philosophy; needs, wants and demands; existing, latent and incipient markets; defining the market.

2. Market segmentation, targeting and positioning (STP Marketing):
Mass, differentiated and concentrated marketing; geographic market segmentation; demographic market segmentation; geodemographic market segmentation; psychographic market segmentation; behavioural market segmentation; simple and advanced multivariate market segmentation; segment profiling.

Targeting (selecting the target market segment): size, growth, profitability, competition, accessibility, actionability and risk.

Positioning, the marketing mix, the four Ps, and extensions to the four Ps: product, price, place, promotion, people, process, physical evidence.

Differential advantage, competitive advantage and defensibility.

3. Basic concepts of marketing research: marketing information systems; research planning; critical comparison of desk and field marketing research; critical comparison of ad hoc and off the peg marketing research; overview of quantitative and qualitative marketing research; data, analysis and information.

4. Specific tools used for case study analysis in addition to those listed above: SWOT; PEST; strategic triangle; competitor-based marketing strategy; generation, evaluation and selection of strategic options.

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours84.00
Total Contact hours16.00
Total hours (100hr per 10 credits)100.00

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

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins100.00
Total percentage (Assessment Exams)100.00

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: 08/07/2022 16:27:15


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