Modules

Core Module Information
Module title: Marketing Fundamentals
SCQF level: 07:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT07105
Module leader: Christine Band
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

The module content includes the importance of marketing fundamentals within our consumer society. You will acquire knowledge on the importance of the marketing environment, market research, consumer behaviour, segmentation and use of the marketing mix to implement marketing strategies across a wide range of industry sectors such as the private, public, and third sector. You will acquire skills such as communication, respectfulness, teamwork, confidence and the ability to apply theory and practice.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Develop an awareness and understanding of the theoretical underpinning of marketing fundamentals.

LO2: Apply theory to practical situations.

LO3: Gain an appreciation of the skills needed to conduct a professional oral presentation.
Full Details of Teaching and Assessment
2025/6, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Christine Band
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 10 We will cover threshold concepts in the key areas of the fundamentals of marketing.
Face To Face Tutorial 20 The tutorials will reflect on the blend between theory and practice and build on the skills and knowledge of marketing.
Online Guided independent study 170 Guided independent study
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Class Test 60 1~2 Week 13 HOURS= 30 minutes The Class Test is online through Moodle and consists of 25 multiple choice questions. You can access the test either on/off campus.
Oral Presentation 40 1~2~3 Week 8 HOURS= 15 mintues The Oral Presentation combines marketing fundamentals theory and combines this with a contextual based company/brand/product/service/individual/place/event/charity to compare theory and practice.
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2025/6, Trimester 2, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Christine Band
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Face To Face Lecture 10 We will cover threshold concepts in the key areas of the fundamentals of marketing.
Face To Face Tutorial 20 The tutorials will reflect on the blend between theory and practice and build on the skills and knowledge of marketing.
Online Guided independent study 170 Guided independent study
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Class Test 60 1~2 Week 13 HOURS= 30 minutes The Class Test is online through Moodle and consists of 25 multiple choice questions. You can access the test either on/off campus.
Oral Presentation 40 1~2~3 Week 8 HOURS= 15 mintues The Oral Presentation combines marketing fundamentals theory and combines this with a contextual based company/brand/product/service/individual/place/event/charity to compare theory and practice.
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Indicative References and Reading List - URL:
MKT07105 Marketing Fundamentals
 

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