Module manager: Kshitij Bhoumik
Email: k.bhoumik@leeds.ac.uk
Taught: Semesters 1 & 2 (Sep to Jun) View Timetable
Year running 2024/25
This module is not approved as a discovery module
This module aims to provide a robust foundation of the general principles of marketing, its key concepts and their application in a range of settings; knowledge of fundamental marketing principles and concepts; and understanding of marketing analysis and consequent decision making.
Upon completion of this module students will be able to;
- Identify and describe key marketing activities and apply these in organisational settings
- Explain marketing from both a conceptual and a practical perspective
- Appraise the rational of marketing decisions taken by organisations
- Critically evaluate marketing activity and its implementation and control
Upon completion of this module students will be able to:
Transferable
- Apply Team Working; Analytical and Critical Thinking skills to planning and organising independent work
Indicative content:
Introduction to modern marketing thought
Analysing the marketing environment
Understanding buyer behaviour
Market segmentation, targeting and positioning
Marketing mix: Product
Marketing mix: Price
Marketing mix: Promotion
Marketing mix: Place
Marketing mix: Physical Evidence, People, Processes
Digital applications across the whole of the marketing discipline
Service marketing
Marketing’s practical application across a range of industry settings
Marketing ethics
Marketing implementation and control
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 22 | 1 | 22 |
| Seminar | 9 | 1 | 9 |
| Supervised Workshop | 1 | 1 | 1 |
| Independent online learning hours | 30 | ||
| Private study hours | 138 | ||
| Total Contact hours | 32 | ||
| Total hours (100hr per 10 credits) | 200 | ||
This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.
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.
| Assessment type | Notes | % of formal assessment |
|---|---|---|
| Group Project | 5,000 word Group report | 30 |
| Total percentage (Assessment Coursework) | 30 | |
The resit for this module will be 100% by 3 hour examination.
| Exam type | Exam duration | % of formal assessment |
|---|---|---|
| Standard exam (closed essays, MCQs etc) (S1) | 2.0 Hrs 0 Mins | 70 |
| Total percentage (Assessment Exams) | 70 | |
The resit for this module will be 100% by examination.
The reading list is available from the Library website
Last updated: 5/15/2024
Errors, omissions, failed links etc should be notified to the Catalogue Team