SOAS University of London

School of Finance and Management

Principles and Management of Marketing

Course Code:
Unit value:
Year of study:
Year 1
Taught in:
Term 1

This course provides students with an appreciation of the principles of marketing, including the main concepts and scope of marketing, the importance of the marketing environment, the marketing mix and the impact of marketing on competitive advantage. At the end of this course students will have an understanding of the strategic functions of marketing and an appreciation of how marketing strategies may be utilised by firms.

Objectives and learning outcomes of the course

At the end of this course students should be able to:

  • Show an appreciation of the principles of marketing;
  • Show an appreciation of the scope of marketing as a management discipline;
  • Understand marketing as a social enterprise;
  • Understand the various skills needed by the marketing manager in different contexts;
  • Demonstrate an ability to explain and interpret marketing practice;
  • Understand the strategic functions of marketing;

Method of assessment

This course is assessed by 30% written coursework and 70% by one two hour examination

Suggested reading

Indicative Reading List:
  1. Kotler, Philip, G. Armstrong, V. Wong, J. Saunders (2007), Principles of Marketing, London: Prentice Hall (5th Edition).
  2. Berthon, Pierre, Morris B. Holbrook and James M. Hubert (2003), "Understanding and Managing the Brand Space," Sloan Management Review, Winter, 49-54
  3. Fournier, Susan (1998), "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, 24(March), 343-373
  4. Fournier, Susan, Susan Dobscha, and David Mick (1998), “Preventing the Premature Death of Relationship Marketing,” Harvard Business Review, Jan-Feb, 1-9.
  5. Nunes, Joseph and Xavier Dreze (2006), “Your Loyalty Program is Betraying You,” Harvard Business Review, April, 1-10.
  6. Granovetter, Mark. (1985), “Economic Action and Social Structure: The Problem of Embeddedness.” American Journal of Sociology 91, No.3 (November), 481-510.
  7. Klein, Naomi (2002), No Logo. New York: Picador
  8. Ritzer, George (1999), Enchanting a Disenchanted World: Revolutionizing the Means of Consumption, Thousand Oaks, CA: Pine Forge Press.
  9. Fournier, Susan and David Mick (199), “Rediscovering Satisfaction,” Journal of Marketing, 63 (October), 5-23.
  10. Spreng, Richard A., Scott B. MacKenzie, and Richard W. Olshavsky (1996), "A Reexamination of the Determinants of Customer Satisfaction," Journal of Marketing, 60 (July), 15-32.
  11. Zhao, Xin and Russell W. Belk (2008), “Politicizing Consumer Culture: Advertising’s Appropriation of Political Ideology in China’s Social Transition,” Journal of Consumer Research, 35 (2), 231–244
  12. Ewen, Stuart (1976) Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture, New York: McGraw Hill.
  13. Prahalad, C.K. (2004), The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits, Wharton School Publishing
  14. Arnould, Eric and Melanie Wallendorf (1994), “Market-oriented Ethnography: Interpretation Building and Marketing Strategy Formulation,” Journal of Marketing Research, 31 (4), 484-505.
  15. Rajiv Lal, John A. Quelch, and V Kasturi Rangan (2005), Marketing Management: Text and Cases, McGraw Hill.


Important notice regarding changes to programmes and modules