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2023/24 Undergraduate Module Catalogue

LLLC2240 Marketing

20 creditsClass Size: 20

Module manager: Louise Kilburn

Taught: 1 Jan to 31 May View Timetable

Year running 2024/25

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 objectives of this module are to provide students with an understanding of the fundamental principles of marketing and its role in an organisational context.

Learning outcomes
On successful completion of this module, students will be able to:
1. Explain the components of the marketing function
2. Outline the tools and techniques for market segmentation and marketing planning
3. Apply the elements of the marketing mix
4. Explain the impact of ethical considerations on marketing activities

Skills outcomes
Being Digital: This module will develop Critical Evaluation, Collaboration, Communication and Identity and Wellbeing


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
Ethical and Sustainable marketing

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours180.50
Total Contact hours19.50
Total hours (100hr per 10 credits)200.00

Private study

Reading = 60 hours
Independent online preparation for class = 40.5 hours
Assignment preparation = 40 hours
Assignment writing = 40 hours

Opportunities for Formative Feedback

Through seminars, monitoring of student contributions, formative feedback and staged submission of coursework. Draft reports can be submitted in week 6 and week 10

Methods of assessment

Assessment typeNotes% of formal assessment
Report2,000 word Business report in the form of a marketing audit50.00
Report2,000 word Business report in the form of a marketing plan50.00
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: 11/04/2024


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