Fundamentals of Marketing - BUSN5028

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2023 to 2024
Spring Term 5 15 (7.5) Rachel Duffy checkmark-circle


How do managers make decisions about the marketing of their products in the face of complex marketplaces? This module is designed to introduce Year in Management students to some of the fundamental concepts and ideas about marketing and marketing planning and understand the need to devise strategies in competitive and dynamic environments.

Indicative topics are:
• Introduction to marketing strategy and planning
• Auditing the external environment to identify opportunities
• Understanding markets, routes to market and buyers
• Identifying target markets
• Formulating marketing strategies for specified target markets particularly in digital contexts
• Responsible marketing practices and ethical challenges


Contact hours

Private study hours: 128
Total contact hours: 22
Total study hours: 150

Method of assessment

Main assessment methods
Group Presentation (20%)
VLE Test – MCQ (20%)
Individual report (2500 words) (60%)

Reassessment methods
Reassessment Instrument: 100% Coursework

Indicative reading

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
1. understand key terms, concepts, and theories relevant to the marketing of business organisations,
2. understand the elements of the marketing planning process and the steps involved in formulating and writing a marketing plan.
3. understand the key components of marketing strategy, particularly in digital contexts
4. understand how to formulate and devise marketing strategies utilising different elements of the marketing mix to reach target markets
5. critically analyse how the marketing function can contribute to responsible management practices and understand the ethical challenges that marketing managers face.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
1. demonstrate self-management through the ability to study, plan, and organise work independently.
2. demonstrate an ability to link theoretical perspectives to practical situations relevant to marketing;
3. demonstrate an ability to analyse and interpret information effectively.
4. demonstrate the ability to effectively communicate the results of their study/work accurately and reliably, and with structured and coherent arguments;


  1. Credit level 5. Intermediate level module usually taken in Stage 2 of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
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