Marketing and the Value Chain - CB727

Sorry, this module is not currently running in 2019-20.


CB714 Marketing Principles





This module integrates theory and practice to give students experience of using real market data for marketing planning and decision making. Students are expected to be able to identify opportunities where consumer value can be created in specific marketing contexts.

The key topics of the module are:

1. Overview of marketing and the value chain
2. Consumer behaviour and the value proposition
3. Value creation and new product development
4. Marketing research for the identification of consumer value and willingness to pay
5. Communicating value-added proposition to consumers
6. Promoting value-added propositions to consumers
7. Distributing value-added propositions to consumers
8. Marketing sustainability in the value chain


This module appears in:

Method of assessment

100% coursework:

  • 2 x online based multiple choice test (20% each)

  • Individual report - 2000 words (35%)

  • Group presentation (25%)

Indicative reading

Core textbook:
Kotler, P. and G. Armstrong. (2013). Principles of Marketing. 15th edn. London: Pearson

Further indicative readings:
Hines, A. (2011). Consumershift: How Changing Values Are Reshaping the Consumer Landscape. Carlsbad: NL Publishing

Journal articles:
Ring, P.S. and Van de Ven, A.H. (1992). ‘Structuring co-operative relationships between organisations’. Strategic Management Journal, 13(6), 483–98
Moon, Y. (2005). ‘Break free from the product life cycle’. Harvard Business Review, 83(5), 86–94
Thompson, C. J. and Zeynep, A. (2004). ‘The Starbucks Brandscape and Consumers: (Anticorporate) Experiences of Glocalization’. Journal of Consumer Research, 31 (December), 631-642
Tadajewski, M. and Brownlie, D. (2008). ‘Critical marketing: a limit attitude’. Critical Marketing: Issues in Contemporary Marketing, 1-28.

See the library reading list for this module (Canterbury)

See the library reading list for this module (Medway)

Learning outcomes

On completion of the module students should be able to:

  • Demonstrate a systematic understanding of the way in which multiple stakeholders (manufacturers, retailers and service providers) interact with consumers in the creation and capture of value.

  • Apply their knowledge and understanding to illustrate the way marketing strategy affects, and is affected by, decisions taken within other functions and other organisations.

  • Establish a framework for critically analysing marketing opportunities / problems and identifying practical situations in the context of specific value chains.

  • Understand the principles and critically evaluate the application of market research for the identification and communication of value addition in specific industry contexts.

  • Illustrate the multi-disciplinary nature of marketing by exploring innovation; ethics; organisational strategy; consumer behaviour, and branding within specific industry contexts.

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