Fundamentals of Marketing

Module description

All students come into this course with some knowledge concerning marketing because, as consumers, students are continuously exposed to marketing practices such as advertising and personal selling.  However, additional knowledge is needed in order to understand how businesses, non-profit organizations, and governmental institutions utilize marketing to achieve their objectives.

This module is designed to help introduce students to a marketing process.  Students will learn about the basic concepts, practices, and analytical methods of marketing and study how successful organizations conduct marketing strategy to build sustainable competitive advantage over their competitors.

Full module specification

Module title:Fundamentals of Marketing
Module code:BEM1019
Module level:1
Academic year:2018/9
Module lecturers:
  • Dr Alex Thompson - Convenor
Module credit:15
ECTS value:


Duration of module: Duration (weeks) - term 1:


Module aims

The aim of this module is to provide students with a basic introduction to the marketing environment, the marketing mix, marketing management, and the role of marketing in a global society. This course provides students with a consumer oriented perspective that extends beyond traditional marketing knowledge in order to help students understand the roles of social and psychological forces in the planning of marketing strategies.

The course content is structured around real world examples, anecdotes and discussions that will help students develop skills of critical analysis and problem-solving. We will draw from the work of international marketing scholars and look at marketing and consumption in the context of globalization. A key consideration to marketing and consumption practices is also the notion of sustainability. In this course we will consider the ethics surrounding marketing practices and its relationship to sustainable environments. Finally, this module helps students understand how organisations use data and what this means in different aspects of companies, (such as advertising, supply chain, and budgets) and how this relates to specific job titles.

ILO: Module-specific skills

  • 1. Demonstrate an understanding of marketing not just as a management practice but also as highly influential and intersecting with political, economic, technological and societal issues
  • 2. Demonstrate the ability to devise, sustain and justify arguments relating to broader social issues relevant to marketing practice
  • 3. Understand and apply core marketing principles and behavioural theories and recognize their role and importance in marketing decision-making
  • 4. Recognise the importance of studying consumer behaviour for the effective implementation of the marketing concept

ILO: Discipline-specific skills

  • 5. Critically evaluate the models, theories and concepts commonly used in exploring and understanding marketing practice
  • 6. Apply a range of behavioural concepts and theories in order to understand or justify marketing activity

ILO: Personal and key skills

  • 7. Demonstrate the practical ability to analyse, communicate and present ideas, theories and principles
  • 8. Demonstrate the ability to work in cross-cultural teams
  • 9. Demonstrate oral presentation skills
  • 10. Demonstrate the ability to present material that supports a reasoned and consistent argument

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning & Teaching activities22Lectures
Guided independent study117Reading, researching and writing assignments
Tutorials11Student Led Seminars

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual AssignmentStudents are required to submit a 750-1,000 word paper articulating the core content put forth within their group presentation.1-7, 10Verbal feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
In–class group presentation (in groups no larger than 6)2010-15 mins7-10Written Feedback
Examination802 hours1-6Performance Summary

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Presentation and Written ExaminationWritten Examination1-6August Examination Period

Re-assessment notes

Students requiring reassessment will be required to retake the final examination for 100% of their grade. 

Syllabus plan

The following subjects will be taught throughout the course of the term:

  • What is Marketing?
  • The Marketing Environment
  • Consumer Behaviour
  • Segmentation Targeting & Positioning
  • Marketing Research
  • Product Classifications
  • Pricing Decisions
  • Supply Chain Management
  • Integrated Marketing Communications
  • Promotion and Personal Selling
  • Services
  • There will also be a number of short topical presentations on issues pertinent to marketing

Indicative learning resources - Basic reading

Lamb, C.W., Hair, J.F., and McDaniel, C. (2015). MKTG:  Principles of Marketing 8th edition, Cengage Learning. ISBN-13: 9781285432625 / ISBN-10: 1285432622, 432 Pages Paperback.

Module has an active ELE page?


Indicative learning resources - Web based and electronic resources