This module is not currently running in 2024 to 2025.
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
Total contact hours: 21
Private study hours: 129
Total study hours: 150
Main assessment methods
Group Project (3000 words) (40%)
Exam, 2 hours (60%)
Reassessment methods
100% examination
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)
The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- Demonstrate knowledge of the concepts and principles of marketing.
- Demonstrate an ability to evaluate and interpret marketing concepts and principles in relation to other business functions.
- Explain the relationship between the internal and external environments in the formulation and execution of marketing strategies
- Appreciate 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:
- Demonstrate an ability to link theories and concepts to practical situations.
- Demonstrate an ability to present, evaluate and interpret qualitative and quantitative data.
- Demonstrate an ability to write coherently and critically as appropriate to the level.
- Demonstrate an ability to work with others to develop interpersonal and team-working silks
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.
