Introduction to Marketing - BUSN3700

Overview

The module introduces to students the importance of marketing in competitive and dynamic environments.
The key indicative topics of the module are:
• The marketing role and concept
• Auditing the marketing environment as part of the marketing planning process
• Market segmentation, targeting and positioning
• 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
o Place
o Extended marketing mix; including people, physical evidence and process
• Ethical issues in marketing

Details

Contact hours

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

Method of assessment

Main assessment methods:
Group Presentation (10%)
MCQ Test (20%)
Examination, 2 hours (70%)

Reassessment method:
100% Examination

Indicative reading

Armstrong, G. & Kotler, P. (2009) Marketing: an Introduction. 9th edition, Harlow: Pearson International

Brassington, F. et al (2006) Principles of Marketing: Enhanced Media Edition, 4th edition, London: FT Prentice Hall

Dibb, S. et al (2016) Marketing; Concepts and Strategies. 7th Edition. Andover: Cengage Learning

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- explain and illustrate the key roles, principles and concepts of marketing;
- explain the relationship between the internal and external environments in the formulation of marketing practice and planning;
- apply the principles and concepts of marketing to specific markets and industries;
- understand 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:
- link theoretical perspectives to practical situations;
- demonstrate effective communication skills;
- select appropriate data and information.