Marketing Principles - CB371

Location Term Level Credits (ECTS) Current Convenor 2019-20
Medway Spring
View Timetable
4 15 (7.5)







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


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%

Indicative 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 (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.

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