NBS8088 : Marketing

Semester 1 Credit Value: 10
ECTS Credits: 5.0


This module provides students with an appreciation of the principles of marketing, including the main concepts and scope of marketing, the importance of the marketing environment, the marketing mix and the impact of marketing on competitive advantage. At the end of this course students will have an understanding of the strategic functions of marketing and an appreciation of how marketing strategies may be utilised by firms.

Outline Of Syllabus

Block A: Marketing Fundamentals
- Nature and Scope of Marketing
- Market Segmentation, Targeting and Positioning
- Marketing Environment and Customer Insights
- Buyer Behaviour

Block B: Marketing Mix Decisions
- Product
- Price
- Place
- Promotion

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion132:0032:00N/A
Scheduled Learning And Teaching ActivitiesLecture82:0016:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching21:002:00Session on teamwork - approx. 25 students per group
Guided Independent StudyIndependent study125:0025:00N/A
Teaching Rationale And Relationship

Formal lectures provide the theoretical framework for understanding the principles of marketing. These are supplemented by tutorials based upon guided readings/cases. Private study focuses on set reading to enhance students’ understanding of the material presented in lectures and for preparation of the examination.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination1201A100N/A
Exam Pairings
Module Code Module Title Semester Comment
LBS8088Marketing1London equivalent module
Formative Assessments
Description Semester When Set Comment
Case study1MFormative assessment will be provided during discussions and feedback in seminars on case studies that have been provided in advance
Prob solv exercises1MIn-class (lecture-based), short discussion questions and multiple-choice based tests
Assessment Rationale And Relationship

Relying on independent study skills, the examination assesses students’ understanding of marketing theory and their ability to apply it to particular marketing problems/issues.

Formative Assessment
Throughout the module students will received feedback on formative assessment such as (video) case-study discussion questions (seminar-/lecture-based), and in-class (lecture-based), short discussion questions and multiple-choice based tests. This will enable them to get feedback on the understanding of Marketing theory and its application.

Reading Lists