Module: Fundamentals of Marketing and Retailing

Module details

  • Module code

  • Module leader

    Beverley Hill
  • Module Level

  • Module credits

  • Min study time

    150 hours
  • Contact hrs

    30 hours
  • Teaching Period

    Semester 1

Module content

This module covers: 

  • The importance of the business environment as dynamic and constantly changing and the significance of marketing in this context
  • An overview of the development of marketing in the context of economic and social change
  • The marketing process, marketing strategy and the marketing mix
  • Elements of marketing theory and the relationship between theory and marketing practice
  • The consumer society and the impact of marketing
  • An overview of retailing and of some current issues/trends in retailing

Module outcomes

To achieve credit for this module, students should be able to:

  1. Explain the role of marketing in a business and various aspects of marketing strategy and management
  2. Relate marketing theory to practical marketing situations
  3. Discuss aspects of consumer behaviour and understand the notion of a consumer society and the impact of marketing on society
  4. Demonstrate a broad understanding of retailing  


Assessment Description Weighting
Coursework Individual market audit coursework (1000 words) 70%
Coursework Group presentation (20 minutes) 30%

Key texts

Students should be familiar with the content of at least one of the following:

  • Baines, P., Fill, C. and Page, K. (2011). Marketing. (2nd edition). Oxford University Press.
  • Baines, P. and Chansarkar, B. (2002). Introducing Marketing Research. John Wiley and Sons.
  • Ball, K., Preston, D., Watson, G., Myers, F., Schaefer, A. and Marrington, P. (2010). Different Ways of Looking at Businesses. The Open University. Milton Keynes.
  • Varley, R. and Rafiq, M. (2004). Principles of Retail Management. Palgrave Macmillan.

Supporting texts

  • Brassington, F. and Petitt, S. (2006). Principles of Marketing. (4th edition). Pearson Education.
  • Lincoln, K. and Thomassen, L. (2009). How to Succeed at Retail: Winning Case Studies and Strategies for Retailers and Brands. (2nd edition). Kogan Page.
  • Tungate, M. (2008). Branded Male: Marketing to Men. Kogan Page.

Further information

  • Harvard Business Review
  • RSS Feeds from Retail Week
  • RSS Feeds from the Grocer