Module manager: Greg Tidswell
Email: G.S.Tidswell@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2025/26
This module is not approved as a discovery module
The aim of this module is to introduce you 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 you to the ethical considerations in marketing and also provides an international perspective on studying for marketing.
The objectives of this module are to provide you with an
1. Understanding of the fundamental principles of marketing
2.Understanding of the role of marketing in an organisational context.
3. Understanding of theoretical marketing specific models for performing the marketing function.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
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 to an organisation
4. Explain the impact of ethical considerations on marketing activities
Skills Learning Outcomes:
On successful completion of the module students will have demonstrated the following skills learning outcomes:
1. Display Creativity through the building of a professional marketing pitch (Work Ready)
2. Evidence Commercial Awareness skills by linking theoretical concepts to real world commercial scenarios. (Work Ready)
3. Display Information searching through participation in session activities and the use of evidence to support assessment submission credibility. (Sustainability)
4. Critical Thinking skills displayed through understanding and examining multiple perspectives through the completion of a marketing audit. (Academic)
5. Display an awareness of ethics, especially with a focus on influence and the social responsibility held by marketing. (Work Ready)
6. Facilitate systems thinking skills through linking different marketing principles together and present how they produce effective solutions. (Sustainability)
Details of the syllabus will be provided on the Minerva organisation (or equivalent) for the module.
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Workshop | 11 | 1.5 | 16.5 |
| Independent online learning hours | 83.5 | ||
| Private study hours | 100 | ||
| Total Contact hours | 16.5 | ||
| Total hours (100hr per 10 credits) | 200 | ||
Through tutorials, monitoring of student contributions, formative feedback and staged submission of coursework. Drafts can be submitted in line with tutor deadlines. Peer feedback on in-class activities and online discussion
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Essay | 2,000-word marketing audit | 50 |
| Presentation | Individual Presentation: Professional Marketing Pitch | 50 |
| Total percentage (Assessment Coursework) | 100 | |
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Check the module area in Minerva for your reading list
Last updated: 23/04/2025
Errors, omissions, failed links etc should be notified to the Catalogue Team