Marketing Principles - CB371

Location Term Level Credits (ECTS) Current Convenor 2018-19 2019-20
Medway Spring
View Timetable
4 15 (7.5) DR K Punjaisri







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
  • Marketing research and new product development
  • The implications of internationalisation for marketing managers
  • Ethical issues in marketing
  • Details

    Contact hours

    Private Study 36
    Lectures 11
    Seminars 10
    Preparation for Seminars 22
    Preparation and research for group presentation and project 36
    Preparation for examination 35

    Total 150

    Method of assessment

    Examination – two-hour, unseen 60%
    Group written report (3000 words) 40%

    Preliminary reading

    Armstrong, G., and Kotler, P. (2015) Marketing: An Introduction. 3rd edn. London: Pearson Education
    Armstrong, G., and Kotler, P. (2015) Principles of Marketing. 16th edn. London: Pearson Education
    Dibb, S. et al. (2012) Marketing: Concepts and Strategies. 6th edn. Hampshire: Cengage Learning
    Palmer, A. (2012) Introduction to Marketing: Theory and Practice. 3rd edn. Oxford: OUP

    See the library reading list for this module (Canterbury)

    See the library reading list for this module (Medway)

    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
    8.3 Explain the relationship between the internal and external environments in the formulation and execution of marketing practice.
    8.4 Apply the principles and concepts of marketing to specific markets and
    8.5 Use data to provide 'solutions' to basic marketing problems.
    8.6 Evaluate the role of marketing in a business and management 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.

    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.