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Marketing Theory and Practice

Key information

Subject area:

Stackable Microcredentials

Course type:

Assessed Module

Credit level:


Credit value:



6 weeks

Available course dates:

From: 07 January 2025 To: 18 February 2025
Application deadline: 03 December 2024

Course overview

​​The aim of this module is to introduce the fundamental principles, concepts and practices of marketing and to provide a structured framework for appreciating marketing problems and possible solutions. The topics will include understanding customer decision-making, the need to segment customers, competition, new products and pricing to capture value, place and promotion. 

What does this course cover?

​​The module will cover the following: 

  • A structured framework to appreciate marketing problems and possible solutions.
  • How customers make decisions.
  • Application of segmentation, targeting and positioning to marketing situations.
  • Competition and its nuances.
  • Introduction to new product development.
  • Understanding Pricing, Place and Promotions.
  • Help improve conceptual, technical and interpersonal skills that marketing managers need to communicate effectively in the business world. ​ 

What will I achieve?

By the end of the module, you will have achieved the following​:  

  • Have a good grasp of the basics of Marketing as a business necessity and a discipline.
  • Have developed a deeper understanding of customers and competitors.
  • Be able to match your understanding of customers and competitors to design the product, price, place, and promotion activity around a product/service.
  • Be able to develop, implement, and evaluate marketing plans over time as well as in a global context.
  • Have developed better communication skills. ​ 

Who is this for?

​​The standard entry requirements comprise: 

  • A 2:2 honours degree or international equivalent,
  • A CV and personal statement outlining your reasons for study,
  • English language band B (for example, IELTS 7.0 overall with a minimum of 6.5 in each skill)​. 

How will I be assessed?

​​You will be assessed via coursework and examination, as follows: 

  • Coursework 1 = 70% 
  • Coursework 2 = 10% 
  • Examination 1 = 10% 
  • Examination 2 = 10% ​ 

What is the teaching schedule?

This module is delivered online and includes a variety of interactive activities to support learning. This includes discussion forums, online readings, interactive lectures, videos, quizzes, reflections, guest speakers, and online webinars. You can join live webinars, typically held on Tuesday lunchtimes, but if you are unable to attend you will be able to catch up via recordings.

You will be expected to undertake approximately 150 hours of study in total for this module. 

Further information

This module is offered as part of our flexible master’s awards in Professional Development. The awards are one of the most flexible currently offered in the UK, providing the opportunity to study a range of modules from across King’s, both on-campus and online. Whether you are looking for a promotion or to retrain, you have come to the right place.  

Designed for mature professionals juggling life and work commitments, our postgraduate awards will enable you to study at your own pace. In challenging financial times, you are also able to fund your studies module-by-module.  We will support you to select the right module diet that meets your objectives while ensuring that you are well prepared for success. We will also help you to build your professional network of peers from across our suite of CPD modules.  

We can’t wait for you to continue your lifelong learning journey here at King’s.

Course status:

Opening soon

Full fee £1605

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