Marketing Management

Code

BUSI2172

School

Business

Level

2

Credits

20

Semesters

Autumn UK

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 positions; managing the marketing mix; and planning and implementation.

Target Students

Part I and Part II Business School students and Part I Geography with Business or Part I Modern Languages with Business students.Also available to exchange students.

Classes

• One 3-hour lecture each week for 11 weeks

Lectures: 33 hours Seminar preparation: 24 hours Support reading: 68 hours Examination revision: 60 hours Total: 185 hours

Assessment

• 30% Project: Group (2,500)
• 70% Exam (2-hour): ExamReassessment of this module is 100% exam

Assessed by end of autumn semester

Educational Aims

Learning Outcomes

Knowledge and Understanding
•    The dynamic and changing nature of business and the consideration of the furture 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 stakeholders 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
•    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

• Mr Andrew Corcoran