Marketing Principles - BUSN3710

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Module delivery information

Location Term Level1 Credits (ECTS)2 Current Convenor3 2023 to 2024
Spring Term 4 15 (7.5) Eddie Luo checkmark-circle


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

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

Main assessment methods

Group Project (3000 words) (40%)
Exam, 2 hours (60%)

Reassessment methods
100% examination

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

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


  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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