Principles of Marketing

Module description

What is the module about?

The module covers the fundamentals of marketing strategy and how strategy is implemented in practice to support organisational goals. Marketing draws on strategic, analytical and creative thinking. It goes well beyond advertising and sales activities and involves a mix of functions that determine the success or failure of an organisation.

Main marketing activities include (1) identifying customer needs, (2) developing products/services to meet existing or future customer needs, (3) pricing strategies to create customer demand and company profits (4), delivering products/services effectively and efficiently, and (5) using data and creativity to communicate and promote offerings to stimulate interest, desire and purchase.

 

Who should do this module?

Interested in psychology, social studies, strategy, analytics, or design? Whether you join a business or become an entrepreneur, marketing is a vital function of any business’ operation. Marketing covers everything from research to communications. The study of marketing develops a collection of skills that are useful in any career and to organisations beyond roles in a marketing team.

Tutorial attendance is key for the group project. Missing tutorials would impact the contribution and marks will be adjusted accordingly.

 

Provisional Lecture Outline

Lecture 1:  Development of Marketing and New Product Development

Lecture 2:  Green and Social Marketing

Lecture 3:  Understanding Buyers  

Lecture 4:  Marketing Intelligence

Lecture 5:  The Marketing Environment and Strategy

Lecture 6:  Segmentation, Targeting and Positioning (STP)

Lecture 7:  Branding 

Lecture 8:  Product Life Cycle and Pricing

Lecture 9:  Marketing Communications

Lecture 10: Distribution and Retailing 

Assessment details

40% Exam

60% Group Project 

Teaching pattern

Weekly Lecture

Weekly Tutorial over 5 weeks and 1 Business Simulation session

Suggested reading list

Baines, P., Whitehouse, S., Antonetti, P., and Rosengren, S. (2021). Fundamentals of Marketing (2nd edition). Oxford University Press, USA.

Module description disclaimer

King’s College London reviews the modules offered on a regular basis to provide up-to-date, innovative and relevant programmes of study. Therefore, modules offered may change. We suggest you keep an eye on the course finder on our website for updates.

Please note that modules with a practical component will be capped due to educational requirements, which may mean that we cannot guarantee a place to all students who elect to study this module.

Please note that the module descriptions above are related to the current academic year and are subject to change.