BSc Management (Human Resources) with Industrial/Professional Experience

Year of entry: 2020

Course unit details:
Marketing Foundations

Unit code BMAN10101
Credit rating 10
Unit level Level 1
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No


Core for BSc Mgt/Mgt (Specialism); IMABS; IM & ITMB. Option for BSc Accounting.

Degree programmes:     BSc Management (and all BSc Management specialisms); BSc International Management; BSc International Management with American Business Studies; Option for BSc Accounting.

Pre-requisites:                 N/A

Co-requisites:                  N/A

Dependent courses:      

  • BMAN24281 Marketing Management
  • BMAN20271 Consumer Behaviour
  • BMAN24352 Marketing Communications in the Digital Age




The aim of this course is to provide students with an understanding of fundamental marketing concepts, terminologies and theories.

Learning outcomes

At the end of the course students should have developed an understanding of marketing concepts, terminologies and theories. In addition, they should have the ability to:           

  • Describe and evaluate the role of marketing.
  • Identify marketing tools and procedures used to analyse a variety of situations.
  • Distinguish between effective and ineffective marketing practices.
  • Develop a broader skillset including team-working and critical thinking skills.









1: Introduction

No seminar



2: Marketing environment

Seminar 1



3: Segmentation, targeting & positioning

Seminar 2



4: Consumer Behaviour

Seminar 3



5: Products, services and brands

Seminar 4





6: Pricing

Seminar 5



7: Integrated marketing communications

 Seminar 6



8: Marketing channels

Seminar 7



9:  Marketing planning and strategy

Seminar 8



10: Responsible marketing

No seminar



11: Conclusion

No seminar

Teaching and learning methods

Lecture hours:               10  hours (10* 1 -hour lectures)

Seminar hours:              8 hours (8* 1-hour seminars)

Private study hours:      82 hours

Total study hours:         100 hours

Attendance:                    Attendance at all classes is compulsory and will be monitored


Assessment methods


Assessment of the course comprises of an individual 2500-word assignment (100%). The assignment will be available on Blackboard in week 1.

The deadline for the assignment is TBA.

Submission will be through Blackboard/Turnitin



The resit is the same format as the original assessment (i.e., a 2,500 word individual assignment). Deadline to be confirmed.

Marking Process

The School follows a fair, rigorous and transparent marking process for all assessed work.

The grade descriptors for the course are available to view on the Marketing Foundations Blackboard page. These grade descriptors are provided so that you can understand the mark you are awarded and help inform you how to achieve a higher mark in future assessment.  

Feedback methods

Feedback for coursework is due on TBA

In addition to the grade awarded, we provide written feedback designed to improve your future assessments.


Methods of Feedback from Students/Course Unit Survey

Students can offer feedback on the course unit via the course unit survey, which will be available towards the end of semester 1.


Recommended reading

Core Text:

There are several good introductory marketing textbooks but we recommend the following three, all of which are also available through library services. You do not necessarily need the latest edition of the textbooks but we would advise against relying on anything published before 2015 given the significant changes in the discipline in recent years.

  • Kotler, P. and Armstrong, G. (2017). Principles of Marketing, 17th Edition, Pearson Education.
  • Fahy, J. and Jobber, D. (2015). Foundations of Marketing, 5th Edition, McGraw Hill Education.
  • Masterson, R., Phillips, N. and Pickton (2017). Marketing: An Introduction, 4th Edition, Sage.

The reading list below is what we consider to be essential reading to be conducted before each lecture (you do not need to read all three of these textbooks – 1 will suffice)

Study hours


Kotler & Armstrong (2017)

Fahy & Jobber (2015)

Masterson et al. (2017)

1: Introduction




2: Segmentation, targeting & positioning

Chapter 7

Chapter 5

Chapter 4

3: Consumer Behaviour

Chapter 5

Chapter 3

Chapter 3

4: Pricing

Chapters 10 & 11

Chapter 8

Chapter 10

5: Integrated marketing communications

Chapter 14

Chapters 10 & 11

Chapter 8

6: Products, services and brands

Chapter 8

Chapters 6 & 7

Chapters 6 & 7

7: Marketing channels

Chapter 12

Chapter 9

Chapter 9

8: Marketing Environment

Chapter 3

Chapter 2

Chapter 2

9: Marketing planning and strategy

Chapter 2

Chapter 1

Chapter 12

10: Conclusion

Scheduled activity hours
Lectures 10
Seminars 8
Independent study hours
Independent study 82

Additional notes

Other staff involved: Multiple involvement of c17 Marketing Group academic staff. Personnel TBC.

Pre-requisites: None
Co-requisites: None
Dependent courses:

  • BMAN24281 Marketing Management
  • BMAN20271 Consumer Behaviour
  • BMAN24352 Marketing Communications in the Digital Age

Programme Restrictions: This course is available to students on first year BSc Management and Management (Specialisms), BSc International Management with American Business Studies, BSc International Management, BSc Accounting.


For Academic Year 2019/20

Updated: March 2019

Approved by: March UG Committee

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