Introduction to Marketing - CB370

Location Term Level Credits (ECTS) Current Convenor 2018-19
Canterbury Spring
View Timetable
4 15 (7.5) MS LMC Dewett




Available to short-term/exchange students



A synopsis of the curriculum
The module introduces to students the importance of marketing in competitive and dynamic environments.
The key topics of the module are:
  • The marketing concept
  • The marketing environment
  • Market segmentation & targeting
  • 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
  • Details

    This module appears in:

    Contact hours

    Lectures 11
    Seminars 10
    Independent study 129

    Total 150

    Method of assessment

    Examination – 2 hour unseen 70%
    Group Presentation 10%
    Group Report (1800 words) 20%

    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)

    See the library reading list for this module (Medway)

    Learning outcomes

    The intended subject specific learning outcomes.
    On successfully completing the module students will be able to:
    8.1 Explain and illustrate the principles and concepts of marketing.
    8.2 Define the boundaries of marketing and its integration to other business functions.
    8.3 Explain the relationship between the internal and external environments in the formulation of marketing practice.
    8.4 Apply the principles and concepts of marketing to specific markets and industries.
    8.5 Use data to provide 'solutions' to basic marketing problems.
    8.6 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:
    9.1 Link theoretical perspectives to practical situations.
    9.2 Demonstrate effective communication skills
    9.3 Select appropriate data and information.

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