This module is not currently running in 2024 to 2025.
Why do we buy things? How do adverts get made? You'll learn about the latest developments in marketing thinking and how to create your own marketing strategies. You'll build on a strong theoretical foundation with lively discussions and lectures on marketing management and concepts. Understand marketing decision-making and strategy development and apply theory to a wide of real world settings.
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
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