Module manager: Sally Chan
Email: s.s.y.chan@leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2026/27
This module is not approved as a discovery module
This introductory module enables students to build on their marketing knowledge in other modules. You will learn core foundational concepts and techniques used in marketing before applying these to different scenarios and contexts for a range of brands and companies. In a fast-paced changing business environment, understanding how best to identify factors through external environmental and internal organisational analysis, as well as how consumers make decisions and what influences them are crucial. Students will also consider the way brands use segmentation, targeting and positioning in order to overcome challenges presented by the changing environment and remain competitive. This is followed by an introduction to the marketing mix covering product, place (distribution), price and promotion (marketing communications). There will also be consideration to the service-extended marketing-mix (people, process and physical evidence). Future directions in ethical marketing in terms of sustainability and the implications of AI will also be introduced.
This introductory module aims to provide students with a broad understanding of marketing principles that will enable them to build upon their knowledge of marketing in other modules. Students will learn how to put theory into practice by applying the principles of marketing with topical case studies. Students will also acquire knowledge of marketing planning processes and decision-making activities in a range of settings.
On successful completion of the module students will have demonstrated the following learning outcomes relevant to the subject:
This module combines experiential and "learning by doing" approaches via a programme of team-based case study analysis and presentation exercises.
1.Identify and describe key marketing theories and concepts in marketing
2.Explain marketing from both a conceptual and a practical perspective
3.Appraise the rationale of marketing decisions taken by individuals and organisations
4.Critically evaluate marketing activity undertaken by a range of organisations
5. Reflect on current issues in marketing ethics
6. Describe and apply acquired knowledge of the marketing discipline and relevant skills to a range of real-world cases and examples
On successful completion of the module students will have demonstrated the following skills learning outcomes:
1. To enhance student experience by developing commercial awareness through a range of case studies and real-life examples that will prepare them for future marketing roles.
2. Students will also develop cultural/ diversity awareness in how brands meet the changing needs of national and global consumers and compete across different markets.
3. To apply skills and knowledge that will enhance students understanding of ethics and sustainability in marketing. Students will be introduced to initiatives such as climate action training and invited to attend guest speaker sessions that will increase their awareness of ethical practices in organisations
Indicative content:
1. Introduction to modern marketing thought
2. Analysing the marketing environment
3. Understanding buyer behaviour
4. Market segmentation, targeting and positioning
5. Marketing mix: Product, Price, Promotion, Place
6. Service extended marketing mix: Physical Evidence, People, Processes
7. Marketing ethics including societal marketing, AI
| Delivery type | Number | Length hours | Student hours |
|---|---|---|---|
| Lecture | 11 | 1 | 11 |
| Seminar | 5 | 1 | 5 |
| Private study hours | 84 | ||
| Total Contact hours | 16 | ||
| Total hours (100hr per 10 credits) | 100 | ||
Written feedback personal to the student will be provided via two dedicated seminars for the exam in the form of exam clinics. Here, the use of exam practice sessions will take place where example questions will be provided for students to develop their confidence in producing answers. Students will be given two weeks to upload their answers anonymously to a Padlet in preparation for the exam practice clinics where tutors will provide written and verbal feedback to be shared amongst the cohort. This will enable students to check their essay writing style and understand expectations of structure, content and how their answers will e marked.
Additional opportunities for feedback will include the use of Teams discussions where students may post questions, share ideas, and receive formative feedback from the tutors and their peers.
The module leader and / tutors will also encourage students to attend drop-in weekly office hours where they may consult with staff informally and seek further feedback on their revision techniques and writing styles.
| Exam type | Exam duration | % of formal assessment |
|---|---|---|
| Standard exam (closed essays, MCQs etc) (S1) | 2.0 Hrs Mins | 100 |
| Total percentage (Assessment Exams) | 100 | |
The 2-hour exam will be a closed book, and students will be asked to answer 3 out of 5 essay questions on the essentials of marketing, from the changing marketing environment, consumer behaviour, new product development segmentation, marketing mix to ethical marketing. The resit for this module will be 100% by 2 hour exam.
Check the module area in Minerva for your reading list
Last updated: 30/04/2026
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