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2023/24 Undergraduate Module Catalogue

LUBS0030 Introduction to Marketing

10 creditsClass Size: 95

Module manager: Serena Pugliese

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2023/24

This module is not approved as a discovery module

Module summary

The module is designed to give you an introductory level understanding of Marketing theory and also the practice of Marketing in an international context. When taken together with other introductory business modules in the foundation year it provides a solid grounding in key elements of the management discipline. Taken as a stand-alone option it provides the opportunity to explore key business issues from a marketing perspective. During this module you will assess and integrate the key concepts of marketing research, market segmentation, marketing mix decision and marketing communications, supported with a range of examples and case studies.


The aim of this module is to provide an introduction to the key theoretical concepts and use real-life case studies to review the practice of marketing across a range of sectors and nations.

Learning outcomes
Upon completion of this module students will be able to:
- Outline how marketing theory is applied in practice
- Describe various marketing activities and their applications to the real business world
- Explain marketing management from both conceptual and practical perspectives
- Position marketing theory in an international context

Skills outcomes
Upon completion of this module students will be able to:
- Work as an effective team player
- Apply critical thinking in known contexts


Indicative content
Introduction to marketing
Marketing research
Buyer behaviour
Market segmentation, targeting and positioning
Marketing mix
Product strategies
Distribution strategies
Marketing communications
Marketing plans

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours82.50
Total Contact hours17.50
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

Assessment typeNotes% of formal assessment
Essay3000 words100.00
Total percentage (Assessment Coursework)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: 07/12/2023


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