Course Details
Country:
United Kingdom
Institution:
University of Kent
Course Title:
Introduction to Marketing
Course Number:
CB370
Course Description:
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
Language:
English
Approved Equivalent:
MKTG 303
Attachment Files:
