MODULE SPECIFICATION

KEY FACTS

Module name Fundamentals of Marketing

Module code BM1103
School Cass Business School
Department or equivalent Undergraduate Programme
UK credits 15
ECTS 7.5
Level 4

MODULE SUMMARY

Module outline and aims

This module introduces the main marketing principles. The module aims to highlight
the significance of marketing as a continuous process, which is closely aligned with
other organizational functions. You will gain insights into the complex process of
developing effective marketing strategy with a focus on internal and external variables,
such that you are able to identify opportunities and threats in today’s challenging
business environments

There is a particular focus on understanding consumer behaviour and how it relates it

to marketing strategy. You will be given insights into the consumer buying process and
the factors that influence that process. You will also learn to apply market
segmentation and positioning techniques to effectively target consumers and be able
to develop marketing plans to satisfy the needs of the target market

The module is hands on with ample examples from businesses and practical
assignments.

Content outline

This module acts as an underpinning foundation for all the other marketing modules
and is therefore structured around the following areas:

1. Introduction:
• What is marketing?
• Marketing as a philosophy, business function
• Market environment
• Market planning

2. Market Research
• Marketing research
• Research methods

3. Market Segmentation & Targeting

• Segmentation
4. Consumer Behaviour I:
• Buying decisions
• Internal influence
• Social & group influences

5. Consumer Behaviour II:

• Information search and evaluation
• Purchase and post purchase evaluation

6. Product Portfolio Strategy:

• Augmented product
• New Product Development
• Product & Portfolio Management
• Branding

7. Pricing (Valuing the offer)

• Influences on prices
• Pricing strategies

8. Communicating the offer:

• Communication process
• Advertising
• Promotion

9. Delivering the offer:

• Distribution channels
• Retailing

10 Current trends in Marketing

• Digital Marketing
• Social media marketing

Pre-requisites

None

WHAT WILL I BE EXPECTED TO ACHIEVE?

On successful completion of this module, you will be expected to be able to:

Knowledge and understanding:

 Explain marketing as a process, a function, and a philosophy

 Demonstrate an appreciation for the inherently strategic nature of contemporary
marketing and for the role marketing plays in business strategy and performance;
 Demonstrate an understanding of the tools and techniques for market
segmentation and marketing planning
 Understand the elements of the marketing mix and their role in the process of
developing and delivering customer value
 Reproduce your understanding of what marketing managers actually do on a day-
to-day basis by taking on the role of a marketing manager who has to develop a
marketing plan for a new product

Skills:

 Produce a marketing plan for both goods and service products through
participation in team-based market analysis and problem solving
 Analyse and critique a firm's marketing strategy/approach
 Strengthen your ability to justify and support your decisions through detailed
analysis of given information
 Learn how to effectively work with others with an understanding of individual and
group dynamics in organizations
 Express ideas and opinions, making use of the appropriate marketing language

Values and attitudes:

 Work co-operatively and assist others in their learning

 Engage with course material
 Be prepared to contribute to class discussions
 Demonstrate an appreciation of ethical issues in Marketing as they relate to both
consumers and the wider business world

HOW WILL I LEARN?

A variety of learning and teaching methods will be used in this course.

The module will be taught using a combination of lectures, interactive discussions,

case studies, in class quizzes and group tasks. The interactive components of the
module are incorporated into the scheduled lecture time

You will learn from general theories and concepts of marketing and consumer
behaviour. Class discussion and cases will be used to illustrate and apply theories and
concepts. You will reflect upon your knowledge in interactive discussions facilitated by
the module leader. Your knowledge and preparedness will be tested during the term in
in-class quizzes. You will be able to apply the theories and principles covered in class
to a specific context by developing a group project containing an in depth market
analysis of a specific market in terms of i) customer segmentation (i.e., how
consumers in a certain market can be divided into subgroups characterized by similar
consumption or purchase patterns) and ii) brand positioning

It is strongly recommended that you attend ALL lectures.

Key learning and teaching resources will be put on the module website on Moodle.
Self-directed learning hours are for independent study and account for the minimum
amount of time you should spend studying independently. For example, carrying out
subject research, practicing and reflecting on techniques learned in class, reading
widely around the subject to develop a deeper understanding, carrying out activities
using the VLE, attending induction and career development workshops, working in
groups to complete assignments and presentations, and completing individual
assignments and other homework.

Teaching pattern:

Teaching Teachin Contact Self-directed Placement Total

component g type hours study hours hours student
(scheduled) (independent) learning
hours
Lecture Lecture 33 117 150

Totals 33 117 150

WHAT TYPES OF ASSESSMENT AND FEEDBACK CAN I EXPECT?

Assessments

This module is assessed by Coursework and Examination.

At the end of the module you will sit one final 135 minute exam during the University
exam period.

Assessment pattern:

Assessment Assessmen Weightin Minimum Pass/

component t type g qualifyin Fail?
g mark
Coursework Set 15% 0 N/A
Excercise

Coursework Project 35% 0

Output
Final Exam Written 50% 0 N/A
exam

Assessment criteria

Assessment criteria are descriptions of the skills, knowledge or attributes you need to
demonstrate in order to complete an assessment successfully and Grade-Related
 Criteria are descriptions of the skills, knowledge or attributes you need to demonstrate
to achieve a certain grade or mark in an assessment. Assessment Criteria and
Grade-Related Criteria for module assessments will be made available to you prior to
an assessment taking place. More information will be available in the UG Assessment
Handbook and from the module leader.

Feedback on assessment

Following an assessment, you will be given your marks and feedback in line with the
University’s Assessment Regulations and Policy. More information on the timing and
type of feedback that will be provided for each assessment will be available from the
module leader.

Assessment Regulations

The Pass mark for the module is 40%. Any minimum qualifying marks for specific
assessments are listed in the table above. The weighting of the different components
can also be found above. The Programme Specification contains information on what
happens if you fail an assessment component or the module.

INDICATIVE READING LIST

Solomon, M. R., Marshall G. W., Stuart E. W., Barnes B., and Mitchell V. W, (2015)
Marketing: Real People, Real Decisions. 8th edition Harlow: Financial Times, Prentice
Hall.

Version: 3.0
Version date: February 2020
For use from: 2020-21

Appendix: see http://www.hesa.ac.uk/component/option,com_studrec/task,show_file/

Itemid,233/mnl,12051/href,JACS3.html/ for the full list of JACS codes and descriptions

CODES
HESA Codes Description Price Group
133 Business and management D
studies,
JACS Codes Description Percentage (%)
N500 The techniques involved in 100
the management of an
organisation’s relationship
with its customers and the
world at large.
HECOS Codes Description Percentage (%)
100846 The study of techniques 20
involved in the
identification, definition and
research of markets for an
organisation's products or
services.
100075 The study of techniques 80
involved in the
management of an
organisation's relationship
with its customers and the
world at large.