Marketing Management

Code

BUSI2159

School

Nottingham University Business School

Level

2

Credits

20

Semesters

Autumn Malaysia

Summary

This module is designed to focus on the strategic and operational aspects of marketing management. It will examine understanding the marketing concept; the role of marketing within business and its contribution to business performance and enhancing value; developing marketing strategy; segmentation, targeting and positioning; managing the marketing mix; and planning and implementation.

Target Students

Available to Part I and Part II Business School, Applied Psychology, Electrical and Electronic Engineering and Mechanical,Materials and Manufacturing Engineering and Pharmacy students only.

Classes

• One 1-hour seminar each week for 2 weeks
• Two 1-hour-30-minute lectures each week for 11 weeks

Assessment

• 30% Coursework 1: One 20-minute group presentation
• 70% Exam 1 (2-hour): One 2-hour examination

Assessed by end of autumn semester

Educational Aims

Learning Outcomes

Knowledge and understanding

This module develops a knowledge and understanding of:

• The dynamic and changing nature of business and the consideration of the future of organisations within the global business environment, including the management of risk.
• The development, access and operation of markets for resources, goods and services.
• The management of customer expectations, relationships and development of service excellence.
• The comprehension and use of relevant communications for application in business and management, including the use of digital tools.
• The development of appropriate policies and strategies within a changing environment to meet stakeholder interests.
• The need for individuals and organisations to manage responsibly and sustainably and behave ethically in relation to social, cultural, economic and environmental issues.
• The different approaches for segmentation, targeting, positioning, generating sales and the need for innovation in product and service design.
• The design, development of organisations, including cross-cultural issues, change, diversity and values.
• The development of strategic priorities to deliver business at speed in an environment where digital technology has reshaped traditional revenue and business models.

Intellectual skills

This module develops:

• The ability to analyse facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
• The ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
• Conceptual and critical thinking, analysis, synthesis and evaluation.

Professional practical skills

This module develops:

• Commercial acumen based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.

Transferable (key) skills

This module develops:

• Communication and listening including the ability to produce clear, structured business communications in a variety of media.
• Self-management and a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
• Ability to work collaboratively both internally and with external customers and an awareness of mutual interdependence.
• Articulating and effectively explaining information.

Conveners

• Dr Shu Han Tan