Marketing Management
| Code | School | Level | Credits | Semesters |
| BUSI2178 | Nottingham University Business School China | 2 | 20 | Autumn China |
- Code
- BUSI2178
- School
- Nottingham University Business School China
- Level
- 2
- Credits
- 20
- Semesters
- Autumn China
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
Re-assessment format is decided by the school.
Target Students
Compulsory for IBM, IBC and IBL students. Optional for IBE students.
Classes
- One 1-hour-30-minute seminar each week for 2 weeks
- Two 1-hour-30-minute lectures each week for 11 weeks
Assessment
- 30% Coursework 1: Group coursework (2500 words)
- 70% Exam 1 (2-hour): One 2-hour exam
Assessed by end of autumn semester
Educational Aims
The aims of this module are: to introduce the concept of marketing as an approach to business; to discuss the nature of marketing strategy; to investigate the challenges of managing the marketing mix; and to understand how the application of the principles of marketing can assist in the strategic management of an organisation.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 Martin Liu