Marketing Practice

Kingston University

Course Description

  • Course Name

    Marketing Practice

  • Host University

    Kingston University

  • Location

    London, England

  • Area of Study


  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Course Content:

    This module is designed to provide a broad understanding of the nature of the marketing
    function and of what marketers do. Whilst underpinned by marketing theory, the module
    focuses on the practical application of marketing in organisations, its relationship with
    other business functions, and the impact that marketing can have on an organisation.

    Consequently this module will equip you with skills and knowledge that you will find
    useful for your later employment in a marketing-related job.

    Topics covered include:

    Autumn Semester:
    ? Understanding the marketing concept and environment
    ? Market analysis: market definition, size and structure; market trends; competitor
    analysis; sources of competitive advantage
    ? Market research: qualitative and quantitative techniques; market research
    planning; market research applications
    ? Customer analysis: understanding different types of customers, i.e. business-tocustomer
    / business-to-business (B2C/B2B), customers/shoppers versus
    consumers; analysing customer behaviour
    ? Segmentation, targeting and positioning: understanding the bases for segmenting
    consumer and organisational markets; selection of valid segments; target
    marketing strategies; development of appropriate positioning strategies;
    perceptual mapping
    ? Understanding the elements of operational marketing; product/service, price,
    marketing communications, distribution channels, customer service
    ? New product/service development: understanding the process of researching,
    developing, testing and launching an ew product/service
    ? Marketing planning: the planning process; implementation; evaluation and control
    issues;use of marketing and financial data to support the marketing planning

    Spring Semester:
    ? Managing the communication mix: Advertising , PR, sales promotion, personal
    selling, direct marketing
    ? Marketing communication planning
    ? Pricing
    ? Channel management
    ? Online marketing
    ? Marketing for services and non-profit organisations
    ? International marketing
    ? Marketing Ethics

    Teaching: Lectures and workshops

    ? Group presentation (20%)
    ? Coursework: Group report (20%)
    ? Coursework: Individual portfolio (60%)
    ? Individual portfolio
    ? in class tests (multiple choice and observation)
    ? Individual portfolio
    ? group report & presentation

    Study Option 1 = Whole Year
    Study Option 2 = Autumn
    Study Option 3 = Spring/summer

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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