Module manager: Louise Kilburn
Email: L.H.Kilburn@leeds.ac.uk
Taught: Semester 1 Jan to 31 May View Timetable
Year running 2023/24
| LUBS2160 | Principles of Marketing |
This module is not approved as a discovery module
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.
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
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
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Workshop | 13 | 1.5 | 19.5 |
| Private study hours | 180.5 | ||
| Total Contact hours | 19.5 | ||
| Total hours (100hr per 10 credits) | 200 | ||
Reading = 60 hours
Independent online preparation for class = 40.5 hours
Assignment preparation = 40 hours
Assignment writing = 40 hours
Through seminars, monitoring of student contributions, formative feedback and staged submission of coursework. Draft reports can be submitted in week 6 and week 10
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Report | 2,000 word Business report in the form of a marketing audit | 50 |
| Report | 2,000 word Business report in the form of a marketing plan | 50 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
The reading list is available from the Library website
Last updated: 4/11/2024
Errors, omissions, failed links etc should be notified to the Catalogue Team