Introduction to Marketing - BUSN3700

Looking for a different module?

Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 4 15 (7.5) Rachel Duffy checkmark-circle


Marketing helps firms effectively reach and communicate with their target customers, creating the brand awareness, engagement, satisfaction, and loyalty that is vital for sales growth in competitive and dynamic markets. On this module, we'll explore the foundational concepts of marketing, looking at how firms develop and implement effective marketing plans and strategies as well as exploring how key elements of the marketing mix can be used to create and communicate a distinctive value proposition that helps a product or service stand out from the competition. By learning how to implement ethical and effective marketing strategies and programmes you’ll gain the skills needed to help businesses succeed in promoting their brand, interacting with customers and building the brand loyalty that is crucial for customer acquisition and retention.


Contact hours

Total contact hours: 22
Private study hours: 128
Total study hours: 150

Method of assessment

Main assessment methods:
Group Presentation (10%)
MCQ Test (20%)
Examination, 2 hours (70%)

Reassessment method:
100% Examination

Indicative reading

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Explain and illustrate the key roles, principles, and concepts of marketing.
- Evaluate and interpret marketing concepts and principles in relation to other business functions.
- Explain the relationship between the internal and external environments in the formulation and execution of marketing strategies.
- Apply the principles and concepts of marketing to specific markets and industries;
- Appreciate the commercial and ethical challenges of marketing decision-making in domestic and international business environments.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Link theories and concepts to practical situations in marketing.
- Present, evaluate and interpret qualitative and quantitative market research data.
- Communicate effectively using a variety of methods appropriate to a marketing context.


  1. Credit level 4. Certificate level module usually taken in the first stage of an undergraduate degree.
  2. ECTS credits are recognised throughout the EU and allow you to transfer credit easily from one university to another.
  3. The named convenor is the convenor for the current academic session.
Back to top

University of Kent makes every effort to ensure that module information is accurate for the relevant academic session and to provide educational services as described. However, courses, services and other matters may be subject to change. Please read our full disclaimer.