University of Leeds - LUBS2850: Marketing

The LUBS2850: Marketing module introduces students, particularly those with no prior marketing background but some management knowledge, to core marketing principles. It covers the definition of marketing, addresses common misconceptions, and explores marketing's role as a positive societal force. Students learn about marketing philosophies compared to sales, product, and production approaches, and study societal marketing within broader political and ideological contexts. Key topics include needs, wants, demands, and market definitions, along with segmentation, targeting, and positioning - STP marketing, the marketing mix - product, price, place, promotion, and their extensions, and the importance of differential and competitive advantage.

The module also introduces basic marketing research concepts, including marketing information systems, research planning, and comparisons of desk versus field, primary versus secondary, and qualitative versus quantitative research. It covers focus groups, survey design and techniques, observation, experimentation, and the interpretation of data. Additional topics such as digital marketing, sustainable marketing, and international marketing are explored, reflecting the evolving nature of the field. Students also develop skills in case study analysis using tools like SWOT, PEST, the strategic triangle, and competitor-based marketing strategies.

Mutually Exclusive: LUBS2160, LUBS2840.