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 | Ms. Marini |
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; 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.
By the end of the course students should be able to:
Lectures (50% of contact hours)
Case studies, group work, seminars (50% of contact hours)
A portfolio of techniques will be used:
The project will demonstrate whether students understand and can apply concepts and theories of marketing management as they will need to select and apply analytical techniques to assess an organisation’s marketing capabilities and opportunities and use these to determine a detailed strategy for the marketing of a product or service. The group project will be completed in tandem with the individual work (3.).
The presentation will demonstrate whether students are able to convincingly ‘pitch’ their plan to a panel and to answer questions on it. This will further assess their awareness of concepts and theories.
This provides an individual component to the overall assessment and will demonstrate whether students are able to critically appraise marketing concepts and theory.