Fundamentals of Marketing - BUSN5028

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Spring Term 5 15 (7.5) Rachel Duffy checkmark-circle


Marketing is crucial to business success. It helps firms to effectively communicate, reach and engage with customers to create brand awareness and drive sales. This exciting and dynamic field offers endless opportunities for innovation, creativity and growth.

You'll learn how to develop and implement effective marketing plans and strategies as well as exploring how key elements of the marketing mix can be used to create and communicate a distinctive value proposition that helps a product or service stand out from the competition. You’ll gain the skills, knowledge and confidence needed to develop, deliver and refine digital marketing strategies that build brand loyalty and ultimately increase profitability.


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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