Introduction to Marketing - CB370

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2020 to 2021
Spring 4 15 (7.5) DR S Gerschewski checkmark-circle


The module introduces to students the importance of marketing in competitive and dynamic environments.
The key indicative topics of the module are:
• The marketing role and concept
• Auditing the marketing environment as part of the marketing planning process
• Market segmentation, targeting and positioning
• Brand development and management
• Management of the marketing mix
o Product; including new product development and the marketing of services
o Pricing
o Promotion; including digital media, advertising, sales promotion, publicity, PR, personal sales et al.
o Place
o Extended marketing mix; including people, physical evidence and process
• Ethical issues in marketing


This module appears in the following module collections.

Contact hours

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

Main assessment methods:
Group Presentation (20%)
MCQ Test (20%)
Examination, 2 hours (60%)

Reassessment method:
100% Examination

Indicative reading

Armstrong, G. & Kotler, P. (2009) Marketing: an Introduction. 9th edition, Harlow: Pearson International

Brassington, F. et al (2006) Principles of Marketing: Enhanced Media Edition, 4th edition, London: FT Prentice Hall

Dibb, S. et al (2012) Marketing; Concepts and Strategies. 6th Edition. Andover: Cengage Learning

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 principles and concepts of marketing.
- Define the boundaries of marketing and its integration to other business functions.
- Explain the relationship between the internal and external environments in the formulation of marketing practice.
- Apply the principles and concepts of marketing to specific markets and industries.
- Use data to provide 'solutions' to basic marketing problems.
- Evaluate the role of marketing in a management and business context.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- Link theoretical perspectives to practical situations.
- Demonstrate effective communication skills
- Select appropriate data and information.


  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.
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