Delivery Type	Delivery length / details
Lecture	12 x 2 hour lectures
Seminars / Tutorials	4 x 1 hour

Delivery Type

Delivery length / details

Lecture

12 x 2 hour lectures

Seminars / Tutorials

4 x 1 hour

Assessment Type	Assessment length / details	Proportion
Semester Exam	3 Hours	100%
Supplementary Exam	3 Hours	100%

Assessment Type

Assessment length / details

Proportion

Semester Exam

3 Hours

100%

Supplementary Exam

3 Hours

100%

Learning Outcomes

On completion of this module, students should be able to:

* Show an understanding of marketing philosophy.

* Apply the concepts of marketing management.

* Apply the techniques of marketing management analysis.

* Describe how marketing mix elements are managed and integrated.

* Evaluate the impact of environment factors that influence marketing management.

* Apply marketing conceptualizations to the reasoned assessment of marketing problems.

* Provide reasoned analysis of appropriate data.

* Draw reasoned conclusions from data and complex problems.

Aims

To facilitate students' understanding of the manner in which the commercial focus of an organisation is informed and directed by Marketing Management.

Brief description

The overall success of an organisation is dependent on the relationship established between Marketing Management and strategy. That is how Marketing is able to inform strategy and maintain an operational focus on market needs. This module is concerned with the manner in which the commercial focus of an organisation is informed and directed by Marketing Management.

Content

The module content is focused on the following areas of study:

Define Marketing Management: The definition of a market-focused organisation. The identification of processes that contribute to market focus. These processes are the strategic development process and the operationalisation of marketing management.
Models of Marketing Management: The frameworks and models used in analysis by marketing managers. This will include portfolios, the product life cycle, customer and competitor analysis.
Brand Management: The management of brands through the application or marketing tools.
Marketing Plans: The development of marketing plans through staged processes. The identification of benefits and difficulties in marketing planning.
Marketing Performance: The measurement of marketing performance and marketing control at strategic and operational levels.
Marketing Entrepreneurship: The development of entrepreneurial thinking, planning skills and understanding.
Paradigm Shifts in Marketing: The changing conceptualizations and philosophical underpinnings of marketing activity.

Skills Type	Skills details
Communication	Read in different contexts and for different purposes.
Problem solving	Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.
Research skills	Evaluate research methods, design and procedures.
Subject Specific Skills	Through the: Application of marketing conceptualizations to the reasoned assessment of marketing problems.

Skills Type

Skills details

Communication

Read in different contexts and for different purposes.

Problem solving

Identify problems. Identify factors which might influence potential solutions. Develop creative thinking approaches to problem solving. Evaluate advantages and disadvantages of potential solutions. Construct a rational response to a problem.

Research skills

Evaluate research methods, design and procedures.

Subject Specific Skills

Through the: Application of marketing conceptualizations to the reasoned assessment of marketing problems.

Course Delivery

Assessment

Learning Outcomes

Aims

Brief description

Content

Module Skills

Reading List

Notes