Fundamentals of Marketing module (BU12006)

Learn the basics of marketing and how to think like marketers.

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Module code


Fundamentals of Marketing introduces core concepts of product, price, promotion, and distribution. Study market research, consumer behaviour, and branding strategies. You will create compelling marketing campaigns, target audiences, and adapt in dynamic markets. These skills will help you to drive business growth and connect products with customer needs.

What you will learn

In this module, you will:

  • discover marketing environment analysis
  • develop customer-driven marketing strategies
  • discuss the importance of the marketing mix, identifying target marketing, segmentation, competitive advantage and analysis, positioning and differentiation strategy
  • conduct a SWOT (Strengths, Weaknesses, Opportunities and Threats) and PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) analysis
  • explore the 4Ps/7Ps

By the end of this module, you will be able to:

  • understand the role of marketing to support the achievement of organisational objectives
  • discuss the environmental forces and trends that guides a firms’ marketing initiatives
  • demonstrate the basic marketing principles of a product or service and assess the benefits of market segmentation, positioning, competitive advantage, and processes involved in the framing of the marketing mix
  • develop and defend a marketing plan for a product or service

Assignments / assessment

Group presentation (30%)

  • held in week 5 and 11 during class time

Class test (70%)

  • online, open book test, answering one essay style question in a set 24 hour period

This module does not have a final exam.

Teaching methods / timetable

Lectures are interactive and will include class presentations, discussions and activities, which will include working with your groups.

Week Topics covered
1 Introduction to marketing, analysing the marketing landscape environment, and group formation
2 Microenvironment and macro environment
3 Segmentation, targeting, positioning and differentiation - part 1
4 Segmentation, targeting, positioning and differentiation - part 2
5 Student presentations
6 Reading week
7 Introduction to marketing mix; product, product management, and new product development
8 Place and marketing channels
9 Price, pricing strategies, and promotion - part 1

Promotion - part 2

Integrated marketing communications

Class test

11 Final student presentations


This module is available on following courses: