Unit name | Marketing Management |
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Unit code | MGRCM2015 |
Credit points | 15 |
Level of study | M/7 |
Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
Unit director | Dr. Penny Walters |
Open unit status | Not open |
Pre-requisites |
None |
Co-requisites |
None |
School/department | School of Management - Business School |
Faculty | Faculty of Social Sciences and Law |
The unit begins with an introduction to Marketing in the Twenty-first Century and then covers the following areas: the importance of building customer satisfaction through quality, service and value; the formulation of an effective marketing strategy for organisational success; the importance of in-depth marketing analysis: to include customer analysis, competitor analysis and company analysis; the marketing mix to include product strategy, pricing, advertising and promotion and distribution; the management and delivery of the total marketing effort including on-line marketing programmes; ethics and socially responsible marketing practices; the use of a step by step procedure to develop a comprehensive marketing plan.
The unit aims to provide a critical understanding of the theory and practice of marketing management, to include the analysis of marketing opportunities, identification and selection of target markets, the development of marketing strategies, the planning of marketing programmes, and the management, delivery and control of the marketing effort, as well as marketing ethics.
By the end of the unit students will be able to:
ILO1: demonstrate awareness, understanding and application of the basic concepts and theories of marketing;
ILO2: critically appraise the major concepts and theories associated with marketing management;
ILO3: select and apply techniques for the analysis of marketing opportunities;
ILO4: apply methodologies for assessing and managing the organisation’s marketing capabilities;
ILO5: develop a comprehensive marketing plan from initial assessment to completed proposal.
Teaching will be delivered through a combination of synchronous and asynchronous sessions including lectures, tutorials, drop-in sessions, discussion boards and other online learning opportunities.
Summative: 3,000 word individual assignment (100%). Formative: feedback from peers/lecturer throughout the course.