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MAN-10065 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences

For academic year: 2025/26 Last Updated: 04 December 2025

MAN-10065 - Marketing Fundamentals
Coordinator: Helen Millward Tel: +44 1782 7 33111
Lecture Time: See Timetable...
Level: Level 4
Credits: 30
Study Hours: 300
School Office: 01782 733094

Programme/Approved Electives for 2025/26

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2025/26

The ‘Marketing Fundamental’ module introduces you to the dynamic world of marketing through developing your understanding of the vital role it plays in all forms of organisations in many different sectors. Through this module, you will acquire an understanding of what marketing is, the purpose of marketing and how marketing operates in practice. You will learn the key concepts, tools, and theories of relevance to marketers today including buyer behaviour, market segmentation, marketing research, relationship marketing and the marketing mix.

Aims
Marketing continues to be a vital function for all forms of organisations operating within different sectors and this module aims to introduce students to the role of Marketing and develop their general understanding of the key concepts, tools and theories relevant to marketers today. The module will start by examining the history and philosophy of the marketing concept to understand the different schools of thought about the role of marketing and how this has continued to develop over time to ensure that marketing activities deliver positive value for organisations and their customers. Students will then be introduced to aspects of marketing such buyer behaviour, marketing research, segmentation and targeting, the marketing mix and the extended marketing mix. The contexts in which marketing will be considered in this module will range from consumer marketing through to services marketing, business-to-business marketing, social marketing and not-for-profit marketing.

Intended Learning Outcomes

engage in teamwork to explain key theories that underpin the principles, process and practices of marketing.: 1
apply marketing ideas to gain foundational knowledge of how marketing works in an organisational setting.: 2
use appropriate marketing tools and concepts to gain key marketing skills of how to investigate different situations from a marketing perspective.: 2

Study hours

Interactive lectures - 24 hours
Tutorials - 24 hours
60 hours lecture/tutorial prep
96 hours assignment prep
96 hours private study which includes additional reading, online activities, working of feedback, thinking time, discussing ideas with other students, etc.

School Rules

None

Description of Module Assessment

1: Group Assessment weighted 40%
2000-word group assignment
Students will work in groups of 3-5 to create a 2,000-word guide on the fundamentals of marketing. All group members are expected to contribute equally to the guide's creation, with marking conducted at the group level. Peer assessment will be applied if necessary.

2: Assignment weighted 60%
1000-word case study analysis
Students will be tasked with applying key marketing principles and theories to produce a detailed 1,000-word case study analysis. This assessment will enable students to gain foundational knowledge of how marketing operates within an organisational setting. By using appropriate marketing tools and concepts, students will develop essential marketing skills, allowing them to investigate and analyse different situations from a marketing perspective. The analysis will demonstrate their ability to connect theoretical frameworks with practical applications, equipping them to address real-world marketing challenges effectively.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 04 December 2025