Skip to main content


Fundamentals of Marketing

Module titleFundamentals of Marketing
Module codeINT1012
Academic year2021/2
Module staff

Matthew Riley (Convenor)

Duration: Term123
Duration: Weeks



Number students taking module (anticipated)


Description - summary of the module content

Module description

This module is structured around real-world examples, anecdotes and discussions to provide you with a consumer-oriented perspective on Marketing that extends beyond traditional Marketing knowledge in order to help you understand the roles of social and psychological forces in the planning of marketing strategies. It will look at marketing and consumption in the context of globalization and consider the ethics of marketing practices in relationship to sustainable environments. This module is the equivalent of BEM1019.

Module aims - intentions of the module

This module will provide you with an introduction to the Marketing environment, the marketing mix, marketing management and the role of marketing in a sustainable global society. It will help you to understand how organisations use data for marketing purposes and what this means for advertising, the supply chain and budgets, drawing upon the work of international marketing scholars.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

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

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 5. 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 justify marketing activity.

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 7. Demonstrate the practical ability to analyse, communicate and present ideas, theories and principles that supports a reasoned and consistent argument
  • 8. Demonstrate ability to carry out basic research

Syllabus plan

Syllabus plan

  • What is marketing?
  • The marketing environment.
  • Consumer behaviour.
  • Segmentation, targeting and positioning.
  • Market research.
  • Product classification.
  • Pricing decisions.
  • Supply chain management.
  • Integrated marketing communications.
  • Promotion
  • Ethics and corporate responsibility
  • International perspective.
  • Marketing of service and not for profit organisations
  • Short, topical presentations on issues relevant to marketing.

Learning and teaching

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 teaching & learning activities (synchronous)40Lectures and workshop activities Seminars – these will be teacher-led. You should prepare for each seminar based on the related lecture.
Formative assessed activities (asynchronous)20Working on business-related case studies and apply theory.
Guided independent study90Essay writing and exam preparation; reading key texts and current published business case studies and articles; working in groups to prepare for assessment; carrying out initial research.


Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Weekly group discussions followed by focussed feedback. Practice exam questions. Presentation of information both visually and verbally1-2 hours per week1-8Verbal and written

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
Group Presentation305 minutes per student2, 7, 8Verbal and written
Written Examination (open book)702 Hours1-8Performance outcomes


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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Written Examination (open book)Written Examination (open book) 2 Hours1-8Next assessment opportunity

Re-assessment notes

Deferral – if you miss an assessment for reasons judged legitimate by the Mitigation Committee, the applicable assessment will normally be deferred. See ‘Details of reassessment’ for the form that assessment usually takes. When deferral occurs there is ordinarily no change to the overall weighting of that assessment.

Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be required to take a re-sit exam. Only your performance in this exam will count towards your final module grade. A grade of 40% will be awarded if the examination is passed.


Indicative learning resources - Basic reading

Set Text:

Baines, P., Fill, C., Rosengren, S., Antonetti, P. (2017) Fundamentals of Marketing 1st Ed.OUP: Oxford

ISBN 978-0-19-874857

Indicative learning resources - Web based and electronic resources

Module has an active ELE page

Key words search

Marketing, Supply chain management, Consumer behaviour, Marketing research, Pricing, Promotion, Ethics

Credit value15
Module ECTS


Module pre-requisites


Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date