Marketing

Marketing - BSc (Hons)

UCAS code N500

2019

Marketing is a fascinating area to study and an integral function of most organisations. Our Marketing degree involves research, strategic planning, brand and consumer analysis, and digital communication. If you are open to new ideas, persuasive, imaginative and a good communicator, you will enjoy our Marketing degree.

Overview

Accredited by the Chartered Institute of Marketing, our degree benefits from our strong links with industry and the research expertise of our staff.

Kent Business School (KBS) is a top 20 UK business school for academic teaching, student satisfaction and graduate employment prospects. You are taught by specialist lecturers, as well as by leading experts currently in business.

As a student at Kent Business School, you also have the opportunity to gain the Chartered Management Institute’s (CMI) Level 5 Professional Diploma in Management and Leadership alongside your degree.

Our degree programme

In your first year, you study accounting, management, financial reports and statistics for business, and are given a detailed introduction to marketing in a global context.

In your second and final years, you can choose from a range of modules related to marketing, which cover strategy, research, digital marketing, international marketing, branding and enterprise. Alongside your specialist marketing modules, you can choose modules from a selection that covers all aspects of business management.

Year in industry

Many Marketing students choose to take a year in industry after the second year of the programme. For more details, see Marketing with a Year in Industry.

You don’t have to make a decision before you enrol at Kent but certain conditions apply.

Extra activities

There are a number of student-run Kent Business and Kent Enterprise societies for you to join. These organise regular events with guest speakers from industry and support budding entrepreneurs with their ventures.

Alongside your lectures and seminars, you can also interact directly with the business community. Special events and schemes offered in previous years within Kent Business School include:

  • workshops and seminars
  • business challenges
  • enterprise initiatives, including the Business Start-Up Journey
  • networking events.

Professional network

Kent Business School has long-established links with business schools in China, Hong Kong, France, Germany, Italy, Spain and Finland. We also have excellent links with local, national and international businesses.

Independent rankings

Marketing at Kent was ranked 12th in The Complete University Guide 2017. In the National Student Survey 2016, Marketing at Kent was 13th for overall satisfaction.

Marketing students who graduated from Kent in 2015 were the most successful in the UK at finding work or further study opportunities (DLHE).

Teaching Excellence Framework

Based on the evidence available, the TEF Panel judged that the University of Kent delivers consistently outstanding teaching, learning and outcomes for its students. It is of the highest quality found in the UK.

Please see the University of Kent's Statement of Findings for more information.

TEF Gold logo

Course structure

The course structure provides a sample of the modules currently available for this programme. Most programmes require you to study a combination of compulsory and optional modules. You may also have the option to take  ‘wild’ modules from other programmes offered by the University in order that you may explore other subject areas of interest to you or that may  further enhance your employability.

The following modules are offered to our current students. This listing is based on the current curriculum and may change year to year in response to new curriculum developments and innovation:

Stage 1

Modules may include Credits

Topics the module will cover include:

• Orientation to studying at university, time management and learning styles.

• Research and cognitive development (writing essays and reports in higher education, research and referencing, plagiarism, how to make a reasoned argument, literature searches and introduction to critical and analytical thinking).

• The theories underlying personal skill development needed to achieve success at university and in the workplace (i.e. effective communication; working in groups, teamwork, problem solving, creative thinking, conflict management and negotiation).

• Personal Development Planning for Employability (including career search, CV writing, and making sense of employer skills requirements).

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15

The module introduces students to theories of management, beginning with classical management systems through to contemporary management concepts. It will illustrate the continuities and transformations in management thinking throughout the 20th and 21st century. The main topics of study include:

• Scientific Management

• The Human Relations School

• Bureaucracy

• Post Bureaucratic Organizations

• The Contingency Approach

• Culture Management

• Leadership

• Decision-Making

• Managing Ethically

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15

So much of the world of business is based on quantitative information—sales, stock control, investments, loans, production levels, staffing numbers, share prices, interest rates, quality control, etc. etc. In almost any organisation where you work you must expect to deal with numbers. This module introduces you to the way you can make use of quantitative information through statistical analysis.

Topics may include:

The nature and use of numerical information

• Summarising data

• Graphical representation of data: histograms, pie charts, cumulative frequency curves

• Measures of location and dispersion

• Probability, distributions and expected values

• Sampling and its uses

• The ?2 distribution, questionnaire analysis and contingency tables

• Correlation

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15

The module will cover various aspects of the changing global environment. An indicative list of topics is given below:

Part A: Framing the Business Environment

1. Introduction: Business Enterprise, globalisation, and institutions

2. The economic environment

3. The political environment

4. The legal environment

5. The cultural environment

Part B: Shaping International Business Activities

6. International trade

7. Global finance

8. Technology and Innovation

Part C: Emerging Issues

9. Social responsibility and ecological environment

10. Geopolitical context and international risk

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15

An indicative set of topics to be covered within the module are outlined below.

• Basic Spreadsheet Functionalities: Introduction to common spreadsheet features: workbooks, worksheets, menus, cells, rows, columns, data types, relative and absolute cell addressing, copying, basic formulae, naming cells, formatting, charts and graphs, printing.

• Data Management Facilities: sorting, filtering, data forms, pivot tables.

• What-If Analysis: scenario manager, goal seek, data tables.

• Basic Financial Analysis: Introduction to basic financial analysis and how to carry this out using spreadsheets: compound interest, discounting, NPV, IRR, loans and mortgages.

• Advanced Spreadsheet Functionalities: automating tasks and solving simple optimisation business problems.

• The Art of Modelling: effective methods for designing, building and testing business models.

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15

The module will begin with an introduction to the link between business and accounting in order to show the value to the students of their having some knowledge of accounting. The module is designed to teach students how to prepare, read and interpret financial information with a view to their being future business managers rather than accountants.

The module will continue with a brief demonstration of double-entry bookkeeping. Students will not be examined on this, it is merely to put bookkeeping and accounting in context. Following on from this, students will be shown how to prepare financial statements from a trial balance and make adjustments to the figures given by acting on information given in a short scenario.

The regulatory framework of financial reporting will be considered as will the annual reports and accounts of a variety of organisations. The module will finish will an analysis of financial statements with students shown how to interpret data and make sensible recommendations

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15

A synopsis of the curriculum

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

o Product; including new product development and the marketing of services

o Pricing

o Promotion; including digital media, advertising, sales promotion, publicity, PR, personal sales et al.

o Place

o Extended marketing mix; including people, physical evidence and process

• Ethical issues in marketing

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15

This module is designed for students who have not studied Microeconomics for Business before or who have not previously completed a comprehensive introductory course in economics. However, the content is such that it is also appropriate for students with A-level Economics or equivalent, as it focuses on the analysis, tools and knowledge of microeconomics for business.

The module applies economics to business issues and each topic is introduced assuming no previous knowledge of the subject. The lectures and related seminar programme explain the economic principles underlying the analysis of each topic and relate the theory to the real world and business examples. In particular, many examples are taken from the real world to show how economic analysis and models can be used to understand the different parts of business and how policy has been used to intervene in the working of the economy. Workshops are included in the module to apply economic analysis and techniques to business situations.

The module is carefully designed to tell you what topics are covered under each major subject area, to give readings for these subjects, and to provide a list of different types of questions to test and extend your understanding of the material.

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15

Stage 2

Modules may include Credits

The module introduces to students the importance of marketing in competitive and dynamic environments.

• Introduction to strategic marketing – corporate vs. marketing strategies

• Identify and assess marketing ethics dilemmas

• Auditing the external and the internal environments

• Marketing information

• Identifying consumer and business segments

• Formulating marketing goals and specific objectives

• Developing a marketing plan for a commercial or a social organization

• Define adequate control and performance indicators to control the marketing plan

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15

Business ethics and sustainability are central to contemporary management and thus this module will explore the following topics:

• History, definitions and timeline of society's view on business ethics and sustainability

• Cross-disciplinary approaches to ethics and sustainability

• Role of globalisation, policy and culture

• Ethics and ethical dilemmas

• Change Management, Values, Governance and Leadership

• Sustainable Business Models

• Social Innovation

• Partnerships and collaboration

• Responsible Supply Chain Management

• Environmental Assessment Frameworks and Sustainable Management in practice

• Sustainable Supply Chain Management

• Innovation and creativity

• The role and responses of Corporations, SMEs, Public and not-for-profit organisations

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15

This module introduces students to core theories about brand, branding and brand management as well as contemporary issues related to branding and brand management. It is based around understanding what brand, branding, and brand management are and illustrating effective brand management practices through a systematic and strategic branding process. This module will include:

• Introduction to Brand and Branding

• Brand positioning and values

• Brand loyalty and brand equity

• Plan and build brand equity

• Brand performance

• New products and brand extensions

• Manage brand over time

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15

This module introduces students to core concepts and theories about decision-making, behaviour and consumption, including individual and organisational perspectives. It is based around understanding how purchase and consumption decision is made and the influential factors affect decision-making process and subsequent behaviours. This module will include:

Introduction to Buying behaviour – Buyer, User, and Consumer

Decision Making Theories

Needs, Wants, Motivation and Involvement

Learning Theories and Perception

Attitude Theories and Consumption

Affect, Perceived Risk and Buying Behaviour

Social Influence

Segmentation, Targeting, and Positioning

Organizational Buying Behaviour

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15

Creativity, Innovation and Organisation aims to provide a critical understanding of the challenges of managing creativity and innovation within contemporary organisations. The experience of work and employment, management practices are affected by rapid technological change, intensifying global competition and changing demographic profiles and values of the work force. Contemporary organisations are pressurised to tackle these developments through creativity, innovation and new organisational forms.

This module examines the nature, antecedents, processes and consequences of creativity and innovation and their complex links with organisation, while also exploring major social and technological changes relating these to organisational creativity and innovation. Students will be introduced to the main concepts and theories on creativity, innovation and organisation through readings and discussions of the main themes and debates in the field. Case studies will be used to illustrate how these concepts are connected together and how they could impact upon management decision making within contemporary organisations. Students will be encouraged:

• To explore some of the most notable historical and contemporary shifts in media and technology and discover how new organisational forms and methods have been devised to exploit them

• To develop awareness for the cross-fertilisation between disciplines in analyzing the dynamics of creativity, innovation and organisation and their complex relationships.

Key topics of the module include:

• Conceptual foundations of creativity, innovation and organisation

• Personality and individual creativity

• Organisational creativity and innovation

• Cognition, knowledge and creativity

• Models and processes of innovation

• Organisational culture and systems for supporting creativity and innovation

• Leadership and entrepreneurship

• Creative organisations across fields/ industries

• Socio-technological change and new forms of organisation.

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15

This module aims to develop a critical understanding of the role of digital marketing in modern organisations. The module considers what digital marketing strategy means looking at a range of examples across business sectors. Core areas are looked at including the technologies which make digital marketing possible, the relationship between digital marketing strategies and the wider organisation, the key issues in the development and implementation of digital marketing strategies and the threats, security and other, posed by digital marketing.

The following topics may be covered:

Enabling technologies for e-commerce: The Digital Marketing Environment, Digital Marketing Strategy; The Internet and the World Wide Web; Mobile platforms; Dot com and multi-channel; Social Media and Web 2.0; Database and data warehouses; Web site design and management; Marketplaces; B2B Digital Marketing; Business Models and Innovation.

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15

This module aims to provide students with understanding and experience of the theory and practice of marketing research. During the module students design and implement a marketing research plan, design a questionnaire, collect and analyse data, prepare an oral presentation and write a marketing research report.

The main topics of study are as follows:

• Introduction to marketing research: Defining and designing marketing research projects

• Understanding data: Secondary data and databases

• Primary data collection techniques.

• Questionnaire design

• Measurement and measurement scales and error.

• Sampling and sample design and error

• Entering and coding data with SPSS

• Data analysis techniques

• Communicating the results of marketing research.

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15

The module provides a broad, basic understanding of strategy and strategic management, on which further strategic analysis and exploration of strategic issues can be built. It introduces students to the key vocabulary, concepts and frameworks of strategic management and establishes criteria for assessing whether or not a strategy can be successful. It introduces students to frameworks for analysing the external and internal environments and to different theories of how these relate and of their impact on strategy formulation and implementation.

Students will learn how to identify strategic issues, develop strategic options to address them and decide which option(s) to recommend. Through theoretical readings and case studies, students will develop an appreciation of strategy in different contexts and from different perspectives and of the complexity of strategic decision-making. Students will enhance their ability to read business articles from a strategic perspective and to present strategic arguments in a structured manner

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15

Stage 3

Modules may include Credits

The module will provide students with the tools of marketing communications. Specifically students taking this module will be able to evaluate strengths and weakness of marketing communications channels. Over the course of a term the module will provide students with an understanding of the principles, methods and strategies of marketing communications. The main tools of marketing communications will be discussed as well as their suitability and effectiveness:

Topics may cover:

• The communications process

• Advertising

• Strategy and media planning

• Image, brand management and packaging

• Direct marketing

• Digital and interactive media

• Sales promotion, merchandising and point of sale

• Public relations and corporate identity

• Exhibitions, trade shows, product placement and sponsorship

• Personal selling

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15

The module looks at how digital marketing applications can be used by modern organisations. The module considers the fundamental technologies that support digital marketing along with the regulatory and societal challenges that must be taken into account, for example, privacy and data protection. The methods available to attract customers through digital marketing are covered making a distinction between paid methods, such as sponsored search, and non-paid methods, such as an organisation's own social media assets. Issues around loyalty are considered especially in the context of falling search costs which enable customers to switch providers.

The unique nature of digital products, for example music downloads or video streaming, are outlined with the marketing challenges and opportunities this presents. The module stresses the importance of implementation, using applied examples, and the uncertainty involved.

The digital marketing environment; Enabling technologies for digital marketing; Website design, implementation and analysis; Social media; Social commerce; Customers in the Internet age: knowing, reaching & retaining the customer; Network effects and versioning; Loyalty, Customer Relationship Management and Data Mining; E-Marketing campaigns; Brands in the Internet age; Data protection, privacy and legal issues; Digital marketing and globalisation

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15

This module will extend students' knowledge and understanding of strategic management and strategic issues. It will introduce a range of contemporary issues associated with the formulation and implementation of corporate and business strategies with an emphasis on identifying and implementing strategic change within the organisation, building dynamic capabilities and developing coherent strategies. Issues might include strategies for a recession, global strategies, knowledge-based strategies, firms and industries, strategies where profit is of secondary (or no) importance. The module will also extend students’ theoretical knowledge by presenting contemporary debates and issues in strategic thinking. The module will use a project in which students identify and suggest possible strategic solutions to a strategic issue in a real organisation to develop students’ ability to link theory and practice in real-life situations.

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15

This module will introduce students to the key concepts, theories and issues involved in international marketing. In doing so it will enable students to understand how to identify and evaluate opportunities in international markets and assess the different market entry modes available to companies. In addition students will consider the need to adapt marketing mix elements for different international markets.

The main topics of study are as follows:

• Introduction to international marketing: Definitions, theories, approaches and motives.

• International Marketing Research

• Assessing international markets: The political and economic environment

• Assessing international markets: The Sociocultural environment

• Theories and frameworks for International market evaluation and selection

• Market entry modes: export, intermediate and hierarchical

• International marketing plans and strategy: Segmentation, targeting and positioning

• Designing the global marketing mix: Product, pricing, communication and distribution decisions

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15

Many developed economies are dominated by services, and service organisations require a distinctive approach to marketing strategy both in development and execution. The module will demonstrate how a holistic approach to the incorporation of a services perspective is crucial for marketing in general. The module will explore the distinctive characteristics of services and explain how they impact on the marketing approaches used by firms. Sessions in this module will cover concepts such as:

• The nature of services and their importance in creating value for customers

• Developing effective services marketing strategies that create competitive advantage for firms

• The customer decision making processes within service encounters

• The application of marketing mixes to services

• The sharing service economy

• Complaint handling and service recovery

• Service quality models

• Service dominant logic vs goods dominant logic.

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15

The module aims to provide students with a broad perspective of the role of marketing in society. The module will also provide students with the tools to analyse and reflect on their own consumption behaviour in relation to sustainability and broader societal implications. Specifically, students will be able to examine the current trends and challenges facing society, including sustainability, social responsibility, poverty, ethics and other social-economic related issues. Ultimately, the students will be able to develop a deeper appreciation of the role and impact of marketing and business practice on today's society. Sessions in this module will cover concepts such as:

• Concepts, theories and debates about the roles and responsibilities of marketing in society

• Societal and green marketing - definitions and frameworks.

• Pillars of sustainability

• Designing, implementing and evaluating social marketing programmes

• Transformative consumer research

• Subsistence and 'Bottom of the Pyramid' marketing

• Macro- and critical marketing

• Ethical issues emerging in marketing

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15

This module introduces students to core theories about innovation and new product marketing. It is based around understanding what a new product is and illustrating effective new product marketing practices through a systematic new product marketing process. It will include:

New Products Marketing and Innovation

New Product Strategies

Models on New Product Development

Market research and its influence on New Product Development

Managing the new product development process from idea generation to commercialisation

The marketing/R&D interface

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15

The aim of the module is to provide students with an opportunity for an in depth independent study of an aspect of marketing management chosen by the student in agreement with the convenor and supervisor. It also aims to develop student's research, writing and communication skills.

The topics covered will include:

• Developing marketing plans and strategies

• Literature search and data collection

• Use and analysis of consumer research and market information

• Preparing and structuring the Marketing Report

• Referencing, Citations and Developing writing skills

• Presentation skills

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30

Information Systems (IS) are at the heart of every business and pervade almost every aspect of our lives (work, rest and play). Information Systems are treated in this module within the context of the social sciences, offering students a management and organisational perspective on the role of IS in business and how they are managed. This one term module is not technically orientated but designed to show how information systems are conceived, designed, implemented and managed in contemporary organisations.

The aim of this module is to provide students with the methods and approaches used by managers to exploit new digital opportunities and position their organisations to realise enhanced business value. By the end of this module, students will be equipped with the necessary tools to deal with current business issues including digital transformation through information systems and emerging business models via technological innovations.

The first part of the modules looks at the transformations in contemporary organisations and the strategic and operational decisions in managing digital IS in organisations. In particular, we shall see how some organisations have centred themselves on their information systems and highlight critical issues in the debates regarding the use of information technologies in organisations. The second part of the module provides a view of state-of-the-art enterprise systems applications, cloud computing, big data, cyber-defence and social networking/media and Web 2.0 (including mobile) tools and discusses how they are integrated into business life and used to improve organisational performance. The third part focuses on green IS/IT / green business practices and sustainability and core legislative frameworks (DPA, Computer Misuse Act, Intellectual Property).

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15

Making decisions is one of the most important things any manager or business must do. Making smart decisions, however, can be extremely difficult due the complexity and uncertainty involved. Decision Analysis (DA) provides a structured and coherent approach to decision making. It involves a wide range of quantitative and graphical methods for identifying, representing, and assessing alternatives in order to determine a best course of action. DA is regularly employed by many leading companies in the pharmaceutical, oil and gas, utilities, automotive, and financial services sectors. In this module, you learn about the basic concepts of DA and how to apply it in a variety of practical business planning situations. An indicative list of topics is provided below.

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15

This module facilitates the development of an entrepreneurial mind-set, and equips students with necessary cutting-edge knowledge and skills vital for generating value in a knowledge based economy. The curriculum will include the following areas of study:

• Broader application of entrepreneurship – The definition of "entrepreneurship" has been evolving from a narrow use to denote start-up formation to a broader application in a wide array of settings, leading to the recognition of it as a general framework. The module provides students with a broader understanding of entrepreneurship by covering the unique characteristics and similarities of different types of entrepreneurship including, corporate, start-up, academic, public and citizen, entrepreneurship. This enables students to understand how to act entrepreneurially in different contexts.

• Co-creation as a new form of generating value in an innovation ecosystem – Emerging co-creation initiatives such as living labs, joint research labs, accelerators and social innovation labs highlight how different types of entrepreneurs should work together closely to solve complex challenges by generating business, social and academic benefits. The module discusses the processes, heterogeneous organisational forms, advantages and challenges (with a special emphasis on intellectual property management) of co-creation initiatives, providing students with necessary knowledge and skills to engage in value co-creation with networks of diverse entrepreneurs.

• Managing innovation entrepreneurially – In a knowledge based economy, it is of paramount importance to balance between internal and external R&D activities. The module discusses how relational and internal capabilities of businesses facilitate a wide array of knowledge based interactions such as knowledge exploration, exploitation, transfer and co-production etc. in order to solve challenges that cannot be dealt with in-house.

• Entrepreneurial opportunity – A key for success in entrepreneurship is the identification of opportunities, which is debated as to whether they are recognised, discovered or created. The module discusses the importance of entrepreneurial opportunity by shedding light on this debate.

• Entrepreneurial Motivation – Entrepreneurs could be motivated by 'pull' or ‘push’ factors. The module help students to understand how, when and under what circumstances ‘pull and ‘push’ factors drive entrepreneurship.

• Entrepreneurial Marketing – Complex challenges that we have faced today mean that marketing is not unidirectional flowing from producer to customer, but something co-created with customers. The module discusses how entrepreneurs could co-create a marketing strategy with customers.

• Entrepreneurial Finance – Finance fuels entrepreneurship. The module explores different sources of entrepreneurial finance including traditional and emerging sources by highlighting advantages and disadvantages of each source and its suitability depending on the age and profitability of a venture.

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15

This module presents an overview of what workforce diversity is and its relevance and usefulness in improving our understanding and management of people (including ourselves) at work. The demographics of the population and the workplace are changing drastically because of a number of factors, such as an increasing number of ethnic minorities and women in the workforce and in management. Accordingly, there is a need to effectively understand and manage workforce diversity not only to increase organisational business outcomes but also to create an inclusive workplace in a socially responsible manner.

The module will examine issues confronting managers of a diverse workforce. In particular issues such as ethnicity, race, language, ageing, disability, gender, and intersectional identities will be discussed. Two key approaches towards managing diversity will be explained, i.e. the social equity case of managing diversity, and the business benefits case of managing diversity. The module will explore a range of diversity related concepts and topics, such as social identity, stereotyping, discrimination, intergroup conflict, structural integration, and organisational change.

Main themes covered by this module will include:

Origins of diversity and equal opportunity in the workplace context;

Social and psychological perspectives on workplace diversity;

The UK and European diversity contexts;

Business benefits case and social equity case of managing diversity;

The legal framework for diversity;

Organisational approaches to diversity;

Contemporary issues central to the experiences of diverse individuals in the UK and in organisations across a range of diversity dimensions;

Diversity management in an international context

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15

The aim of this module is to provide students with in-depth knowledge about the accounting and control systems businesses use for making managerial decisions. In particular, the module focuses on profit planning decisions and it gives students a thoughtful understanding of the functioning and range of financial controls managers use for making profit planning decisions, related to both the business as a whole and its segments. Students are expected to conduct a management project: they will prepare a business plan that takes into account strategic, marketing and financial aspects. The module also enables students to know how to use accounting and control tools to assess business performance, provide feedback and give recommendations for improvements aimed to create more socially responsible and sustainable businesses. As such, this module is core to the degree program, because it gives an introduction to three key areas: managerial decision making, performance management and organizational financial management.

• The link between business strategy and management accounting and control.

• The classification of costs by nature, behaviour and decision making relevance.

• Cost, volume profit analysis and its use in profit planning decisions.

• The trade-off between operating profitability and risk.

• Financial controls for profit planning: the functioning of costing systems (job costing and activity based costing) and of budgeting systems. The business plan.

• Financial controls for performance monitoring and evaluation: standard costing, flexible budgets and variance analysis.

• Profit planning decisions for segments of business (products/ services and customers).

• Sources of finance and capital investment decisions.

• Financial controls and corporate social responsibility strategy implementation

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15

This module will explore more advanced management and organizational theory to facilitate students’ examination of contemporary management challenges. As well as considering these challenges from a mainstream managerial perspective, the module will also draw on the perspective of critical management studies as a means of providing an alternative viewpoint on contemporary management issues. Indicative topic areas may include:

Globalization and anti-globalization

The character of ownership – foreign versus national ownership

Social and environmental sustainability

Corporate social responsibility and corporate criminality

Corporate governance

Organizational misbehaviour and resistance

Organizational identity and identity work

Masculinisation and Feminisation of Management

New forms of work such as emotional labour and aesthetic labour

New organizational forms

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15

A synopsis of the curriculum

Students will be expected to develop the ability to use appropriate techniques of analysis and enquiry within Operations and Service Management and to learn how to evaluate the alternatives and make recommendations. Topics include:

• The nature of services and service strategy

• Service development and technology

• Service quality and the service encounter

• Project/Event management and control

• Managing capacity and demand in services

• Managing inventories

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Teaching and assessment

We use a variety of teaching methods, including lectures, case-study analysis, group projects and presentations, and computer-based situations. You have approximately 12 hours of class time per week, and regular access to an academic adviser for advice on any matter concerning your studies or your performance on the course.

Assessment is by a mixture of coursework and end-of-module examinations, with the examinations normally counting for up to 70% of the marks for each module.

Programme aims

The programme aims to:

  • develop understanding and knowledge of a broad range of organisations, their management and marketing strategies, and the changing international environment in which they operate
  • educate to marketing specialist level through a multidisciplinary approach to understanding regional and international markets and customers
  • develop the ability to critically apply marketing and management theories in a range of different contexts
  • provide an academic preparation for further study/research or a career in marketing and/or management
  • meet the requirements for accreditation by the Chartered Institute of Marketing (CIM) on successful completion of the programme
  • provide flexibility and a multidisciplinary approach to marketing and management issues through critical insights from the social sciences
  • maintain high standards of academic rigour, currency and innovation
  • provide a sound academic base from which students may continue to benefit from lifelong learning skills and personal development
  • build on the University’s close ties with institutions in Europe and more widely
  • support sustainable national and regional economic success.

Learning outcomes

Knowledge and understanding

You gain knowledge and understanding of:

  • organisations, their environments and the management of people, operations, finance, marketing and organisational strategy
  • markets, customers and brands
  • the concepts, processes and institutions in the production of goods and/or services
  • the relevant traditional and contemporary approaches (such as new media) to communicating with customers and other stakeholders in a global environment, to fulfil organisational objectives
  • a range of marketing and business research methods/techniques (qualitative and quantitative) to make informed decisions and appropriate marketing strategies to meet stakeholder interests
  • relevant forms of IT and their application to and effects on markets and marketing in a global environment to fulfil organisational objectives
  • contemporary and pervasive issues, which change over time.

Intellectual skills

You gain the ability to:

  • search, select, organise, develop and synthesise complex material
  • critically evaluate arguments and evidence
  • analyse and draw reasoned conclusions to structured and unstructured problems
  • plan, work and study independently
  • apply core numeracy and IT skills to problems.

Subject-specific skills

You gain the ability to:

  • identify, formulate and solve business problems using qualitative and quantitative tools
  • create, evaluate and assess options in a range of business situations, applying concepts and knowledge
  • conduct research into marketing/management issues for project work, using a variety of sources and methodologies
  • identify, find, record, organise and manipulate knowledge relevant to the subject.

Transferable skills

You gain the ability to:

  • identify and use information from various sources to assess ideas
  • communicate well, orally and in writing, using a range of media
  • be an effective self manager of time, planning and delivering outputs
  • work in groups and apply other interpersonal skills
  • make good use of numeracy and IT skills.

Careers

Graduate destinations

Our Marketing graduates work in public and private sector management and consultancy, both overseas and in the UK. Some find work in management consultancy companies and media agencies, while others start their own businesses.

Recent graduates have gone on to take up positions in a wide range of organisations, including:

  • Deloitte
  • KPMG
  • PwC
  • Lloyds Bank
  • Sainsbury’s
  • Tesco
  • Transport for London
  • Yahoo! UK
  • Thames Valley Police
  • Heineken.

Help finding a job

Kent Business School has an excellent international reputation and good links with businesses globally. This network is very useful to students when looking for work in industry.

The University also has a friendly Careers and Employability Service, which can give you advice on how to:

  • apply for jobs
  • write a good CV
  • perform well in interviews.

Career-enhancing skills

Marketing gives you a solid grounding in core business management concepts, theories and skills, with a particular focus on global business.

To help you appeal to employers, you also learn key transferable skills that are essential for all graduates. These include the ability to:

  • think critically
  • communicate your ideas and opinions
  • manage your time effectively
  • work independently or as part of a team
  • find imaginative solutions to business challenges.

You can also gain skills by signing up for one of our Kent Extra activities, such as adding much-sought-after analytical skills to your degree via Kent’s Q-Step Centre or learning a language.

Professional recognition

Kent Business School has also joined forces with the Chartered Institute of Marketing (CIM) to give students the opportunity to gain professional qualifications through the CIM Graduate Gateway. CIM qualifications are highly sought after by employers.

Independent rankings

According to Which? University (2017), the average starting salary for graduates of this degree is ‘high’ at £22,000.

Marketing students who graduated from Kent in 2015 were the most successful in the UK at finding work or further study opportunities (DLHE).

Entry requirements

Home/EU students

The University will consider applications from students offering a wide range of qualifications. Typical requirements are listed below. Students offering alternative qualifications should contact us for further advice. 

It is not possible to offer places to all students who meet this typical offer/minimum requirement.

New GCSE grades

If you’ve taken exams under the new GCSE grading system, please see our conversion table to convert your GCSE grades.

Qualification Typical offer/minimum requirement
A level

ABB

GCSE

Mathematics grade C

Access to HE Diploma

The University will not necessarily make conditional offers to all Access candidates but will continue to assess them on an individual basis. 

If we make you an offer, you will need to obtain/pass the overall Access to Higher Education Diploma and may also be required to obtain a proportion of the total level 3 credits and/or credits in particular subjects at merit grade or above.

BTEC Level 3 Extended Diploma (formerly BTEC National Diploma)

The University will consider applicants holding BTEC National Diploma and Extended National Diploma Qualifications (QCF; NQF; OCR) on a case-by-case basis. Please contact us for further advice on your individual circumstances.

International Baccalaureate

34 points overall or 16 points at HL including Mathematics 4 at HL or SL

International students

The University welcomes applications from international students. Our international recruitment team can guide you on entry requirements. See our International Student website for further information about entry requirements for your country.

If you need to increase your level of qualification ready for undergraduate study, we offer a number of International Foundation Programmes.

Meet our staff in your country

For more advice about applying to Kent, you can meet our staff at a range of international events.

English Language Requirements

Please see our English language entry requirements web page.

Please note that if you are required to meet an English language condition, we offer a number of 'pre-sessional' courses in English for Academic Purposes. You attend these courses before starting your degree programme. 

General entry requirements

Please also see our general entry requirements.

Fees

The 2019/20 tuition fees have not yet been set. As a guide only, the 2018/19 annual tuition fees for this programme are:

UK/EU Overseas
Full-time £9250 £15200
Part-time £4625 £7600

For students continuing on this programme, fees will increase year on year by no more than RPI + 3% in each academic year of study except where regulated.* 

Your fee status

The University will assess your fee status as part of the application process. If you are uncertain about your fee status you may wish to seek advice from UKCISA before applying.

General additional costs

Find out more about accommodation and living costs, plus general additional costs that you may pay when studying at Kent.

Funding

University funding

Kent offers generous financial support schemes to assist eligible undergraduate students during their studies. See our funding page for more details. 

Government funding

You may be eligible for government finance to help pay for the costs of studying. See the Government's student finance website.

Scholarships

General scholarships

Scholarships are available for excellence in academic performance, sport and music and are awarded on merit. For further information on the range of awards available and to make an application see our scholarships website.

The Kent Scholarship for Academic Excellence

At Kent we recognise, encourage and reward excellence. We have created the Kent Scholarship for Academic Excellence. 

For 2018/19 entry, the scholarship will be awarded to any applicant who achieves a minimum of AAA over three A levels, or the equivalent qualifications (including BTEC and IB) as specified on our scholarships pages

The scholarship is also extended to those who achieve AAB at A level (or specified equivalents) where one of the subjects is either Mathematics or a Modern Foreign Language. Please review the eligibility criteria.

Full-time

Part-time

The Key Information Set (KIS) data is compiled by UNISTATS and draws from a variety of sources which includes the National Student Survey and the Higher Education Statistical Agency. The data for assessment and contact hours is compiled from the most populous modules (to the total of 120 credits for an academic session) for this particular degree programme. 

Depending on module selection, there may be some variation between the KIS data and an individual's experience. For further information on how the KIS data is compiled please see the UNISTATS website.

If you have any queries about a particular programme, please contact information@kent.ac.uk.