SSST Subjects

EC 360 Marketing Fundamentals


Programme(s) where module is offered

  • BSc in Economics with International Business
  • BA in Political Science and International Relations with Management
  • BSc in Computer Science with Management
  • BSc in Information Systems with Management

Status (core, option, free choice)



FHEQ Level



Unit Value



Semester taught



Pre-Requisite Modules or Qualifications



Module Code

EC 360


Module coordinator



Applicable From



Educational Aims of the Module

  • While the marketing profession can be viewed as a specialized area of study, it is a common practice today that every field has its own marketing component.
  • A general background in marketing will be useful for understanding the complexities of the marketing environment and creating opportunities for future success in any chosen field.
  • The purpose of this course is to introduce marketing principles and concepts and to analyze relevant issues within present economic, social and legal environments.
  • Both theory and practical application will be addressed as this course aims to introduce concepts but also to familiarize students with their real life applications.

Module Outline/Syllabus

  • Marketing: creating and capturing customer value

  • Company and marketing strategy: partnering to build customer relationships

  • Analysing the marketing environment

  • Managing marketing information to gain customer insights

  • Consumer markets and consumer buyer behaviour

  • Business markets and business buyer behaviour

  • Customer-driven marketing strategy: creating value for target customers

  • Products, services and brands: building customer value

  • Developing new products and managing the product

  • Pricing strategies: understanding and capturing customer value

  • Additional pricing considerations

  • Marketing channels: delivering customer value

  • Retailing and wholesaling

  • Communicating customer value: integrated marketing communications strategy

  • Advertising and public relations

  • Personal selling and sales promotion

  • Direct and online marketing: building direct customer relationships

  • Creating competitive advantage

  • The global marketplace

  • Sustainable marketing: social responsibility and ethics


Student Engagement Hours

Type Number per Term Duration Total Time


15 1.5 22.5


5 1.5 7.5


5 1.5 7.5
Tutorials 5 1.5 7.5
Total Guided/Independent Learning Hours 45.0
Total Contact Hours 105.0
Total Engagement Hours 150.0

Assessment Method Summary

Type Number Required Duration / Length Weighting Timing / Submission Deadline

Final exam


3 hours


Week 17

Mid-term exam


2.5 hours


Week 8

Individual written project


2000 words


Week 13

Group project and presentation


10 minutes


Week 13


Module Outcomes

Intended Learning Outcomes:

  • To comprehend marketing principles and concepts.

  • Understanding the importance of marketing in 21st century business recognize their strengths and weaknesses

  • To be able to practically apply theoretical knowledge from the field of Marketing, recognise problems and apply learned methods and techniques for creating solutions

  • Critically analyse marketing mix functions within increasingly interconnected business environment
  • Describe the importance of a well thought through marketing strategy.

  • Evaluate the scope of marketing and classify the major functions of a marketing manager

  • Critically assess marketing concepts in relation to products and services

  • To identify concepts and principles important for theoretical frameworks in Marketing and to


Teaching and Learning Strategy:

  • Lectures will be based on the key learning material combined with supplementary resources in order to provide up to date and wide knowledge base for students. (ILO:1-7)

  • Teaching will be combined with in-depth discussion of various cases necessary to illustrate the theoretical part of course. Examples will be provided for case studies that are of crucial importance for the course. (ILO:1-8)

  • Individual written project will emphasise development of research skills and ability to theoretically apply the knowledge learned in the classes. (ILO:1-8)

Assessment Strategy:

  • Midterm exam (ILO:1-4)

  • Final exam (ILO:1-8)

  • Individual written project (ILO:1-8)

  • Group oral project (presentation) (ILO:6)

Practical Skills:

  • To use knowledge, tools and skills of modern marketing to create a marketing plan.

  • To use and apply basic tools such as BCG matrix or SWOT for marketing analysis

  • Ability to classify the basic elements of marketing mix and to apply them successfully on designated case studies

Teaching and Learning Strategy:

  • Teaching will be a combination of lectures and discussion in class with extensive use of industry examples and case studies (PS:1-3)

Assessment Strategy:

  • Written Exams (PS:2)

  • Individual written project (PS:1-2)

  • Presentation (PS:2-3)

Transferable Skills:

  • Presentation skills

  • Communications skills (written and oral)

  • Analytical skills

  • Evaluation skills

Teaching and Learning Strategy:

  • Teaching will be predominantly lectures, with ample use of examples and case studies for class discussion

    (TS: 1-4)

Assessment Strategy:

  • Project assignment (TS: 2-4)

  • Written examination (TS:2-4)

  • presentation (TS: 1-2)


Key Texts and/or other learning materials

Set text

  • Kotler, P., (2017), Principles of Marketing European Edition, 7th Edition, Pearson

Supplementary Materials

Please note

This specification provides a concise summary of the main features of the module and the learning outcomes that a typical student might reasonably be expected to achieve and demonstrate if he/she takes full advantage of the learning opportunities that are provided.

More detailed information on the learning outcomes, content and teaching, learning and assessment methods of each module and programme can be found in the departmental or programme handbook.

The accuracy of the information contained in this document is reviewed annually by the University of Buckingham and may be checked by the Quality Assurance Agency.

Date of Production : April 2017

Date approved by School Learning and Teaching Committee

Date approved by School Board of Study

Date approved by University Learning and Teaching Committee

Date of Annual Review


Posjeti nas

Hrasnička cesta 3a, Sarajevo, 71 000

Bosna i Hercegovina

Prijemni ispiti se održavaju na SSST-u, od aprila do septembra, sa početkom u 9:00 časova.


Tel: +387 33 975 002

Fax: +387 33 975 030

Skini brošuru

Uzmi priručnik za brucoše i spremi se za
SSST prijemni ispit.

Download Preuzmi ovdje

SSST © 2018 Sva prava zadržana | Made by MANIA