Introduction to Marketing - BUSN3700

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2024 to 2025
Autumn Term 4 15 (7.5) Rachel Duffy 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
o Place
o Extended marketing mix; including people, physical evidence and process
• Ethical issues in marketing


Contact hours

Total contact hours: 21
Private study hours: 129
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

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 (2016) Marketing; Concepts and Strategies. 7th 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 key roles, principles and concepts of marketing;
- explain the relationship between the internal and external environments in the formulation of marketing practice and planning;
- apply the principles and concepts of marketing to specific markets and industries;
- understand 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 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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