LUBS2850 – Marketing

University of Leeds | Leeds University Business School

🎯 Course Overview

This comprehensive marketing course explores fundamental marketing concepts, sustainable marketing practices, consumer behavior, product development, service marketing, and digital marketing strategies. Students will gain practical insights into developing marketing campaigns, managing brands, and understanding the modern marketing environment through case studies and real-world applications.

📅 Weekly Lecture Themes

• Week 1: Marketing Fundamentals and Definitions
• Week 2: Managing Marketing Information
• Week 3: Micro-environmental Analysis
• Week 4: Macro-environmental Analysis
• Week 5: Consumer and Business Markets Segmentation
• Week 6: Targeting and Positioning
• Week 7: Pricing Strategies
• Week 8: Brand Management
• Week 9: Product and Service Decisions
• Week 10: Marketing Channels and Place Decisions
• Week 11: Business-to-Business Markets
• Week 12: The Global Marketplace
• Week 13: Integrated Marketing Communications
• Week 14: Marketing Channel Management
• Week 15: Consumer Behavior
• Week 16: STP Marketing
• Week 17: Marketing Strategy
• Week 18: Digital Marketing
• Week 19: Sustainable Marketing
• Week 20: Marketing Ethics

📚 Key Readings

• Kotler & Armstrong (2021), Principles of Marketing (selected chapters)
• Bray et al. (2011), An exploratory study into the factors impeding ethical consumption
• Vredenburg et al. (2020), Brands Taking a Stand: Authentic Brand Activism or Woke Washing?
• Griskevicius et al. (2010), Going green to be seen: status, reputation, and conspicuous conservation
• Volckner & Sattler (2006), Drivers of Brand Extension Success
• Keller (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
• Porter (1985), Competitive Advantage
• Ansoff (1957), Strategies for Diversification

📝 Assessment

The course assessment includes a 2-hour timed exam where students must answer 2 out of 5 essay questions (1000 words each). Key topics likely to appear in assessments include:

• Market targeting strategies (undifferentiated, differentiated, concentrated, micromarketing)
• Product vs. service characteristics (intangibility, inseparability, variability, perishability)
• Ansoff Growth Matrix (market penetration, product development, market development, diversification)
• Multichannel distribution systems (direct, indirect, multichannel)
• Marketing communication campaign development (6 steps)
• Brand management and CBBE (Customer-Based Brand Equity)
• International marketing decisions
• Marketing research methods

Workshops and practical exercises are scheduled throughout the module to support the application of theoretical concepts.

🔍 Exam Preparation Guide

Key Concepts to Master

• Market Segmentation/Targeting/Positioning (STP): Understand geographic, demographic, psychographic, and behavioral segmentation variables
• Marketing Channels: Nature and importance of marketing channels, channel levels, channel behavior and conflict
• Brand Management: Keller’s CBBE pyramid, brand elements, brand positioning
• Pricing Strategies: Value-based vs cost-based pricing, dynamic pricing, price elasticity
• Global Marketing: Entry strategies (exporting, joint venturing, direct investment), standardization vs adaptation

Exam Answer Structure

For high marks, follow this structure:

1. Introduction: Define key concepts and outline answer structure
2. Main Body:
   • Describe concepts in detail with examples
   • Discuss advantages/disadvantages
   • Analyze relationships between different elements
   • Critically evaluate limitations
3. Conclusion: Summarize key points and implications

📝 Mock Exam Questions