Program Overview

Fundamentals of Marketing Module

The Fundamentals of Marketing module, coded as BU12006, is a 20-credit course offered by the School of Business at the University of Dundee. It is designed to introduce students to the core concepts of marketing, including product, price, promotion, and distribution.

Module Overview

This module aims to provide students with a comprehensive understanding of marketing principles and practices. Students will learn how to conduct market research, analyze consumer behavior, and develop branding strategies. They will also create compelling marketing campaigns, target audiences, and adapt to dynamic market conditions.

What You Will Learn

In this module, students will:

• Discover marketing environment analysis
• Develop customer-driven marketing strategies
• Discuss the importance of the marketing mix, including target marketing, segmentation, competitive advantage, and positioning and differentiation strategies
• Conduct a SWOT (Strengths, Weaknesses, Opportunities, and Threats) and PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) analysis
• Explore the 4Ps/7Ps marketing framework

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

• Understand the role of marketing in supporting organizational objectives
• Discuss environmental forces and trends that guide a firm's marketing initiatives
• Demonstrate basic marketing principles and assess the benefits of market segmentation, positioning, competitive advantage, and the marketing mix
• Develop and defend a marketing plan for a product or service

Assignments and Assessment

The module assessment consists of:

• A group presentation (30%) held in weeks 5 and 11 during class time
• A class test (70%) which is an online, open-book test answering one essay-style question in a set 24-hour period

Teaching Methods and Timetable

The module features interactive lectures that include class presentations, discussions, and activities, such as group work. The topics covered in each week are as follows:

1. Introduction to marketing, analyzing the marketing landscape environment, and group formation
2. Microenvironment and macroenvironment
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
10. Promotion - part 2, Integrated marketing communications, Class test
11. Final student presentations

Available Courses

This module is available on the following undergraduate courses:

• International Business with Marketing MA (Hons)
• Business Economics with Marketing BSc (Hons)
• International Business with Marketing BSc (Hons)
• Business Management BSc (Hons)