Gwybodaeth Modiwlau

Module Identifier
Module Title
Marketing for Managers
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 11 x 3 Hour Lectures
Lecture 11 x 2 Hour Lectures


Assessment Type Assessment length / details Proportion
Semester Assessment 3,000 word essay  40%
Semester Exam 3 Hours   60%
Supplementary Assessment Repeat failed elements or equivalent  40%
Supplementary Exam 3 Hours   Repeat failed elements or equivalent  60%

Learning Outcomes

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

Mastery of content related to the role of marketing in organization and society

Mastery of content related to associated theory of value creation

Mastery of the mechanisms of communicating and delivering value in markets

Mastery of the role of marketing management in competitive environments

Mastery of content to be able to advise on value development and delivery to consumers

Mastery of content to critically evaluate consumer and business markets informing marketing management strategy;

Mastery of content to make decisions relevant to partnerships, relationships, value chains and networks

Mastery of content to develop programs related to consumer and customer behavior

Mastery of content related to the critical aspects of marketing management roles

Mastery of content of e-marketing applications and theory

Brief description

The module is concerned with identifying, entering and developing markets. The aim of this subject is to provide a thorough understanding of the theories, concepts and techniques of marketing. A general management approach is used identifying relationships and market orientation as key premises for business management.


Topic 1: Modern marketing management;
Topic 2: Marketing planning and strategy;
Topic 3: Marketing research and insights;
Topic 3: Customer connection in business and consumer markets;
Topic4: Branding and competitive dynamics;
Topic 5: Creating value;
Topic 6: Pricing value;
Topic 7: Delivering value;
Topic 8: Communicating value;
Topic 9: Holistic marketing and society;
Topic 10: Marketing expansion

Module Skills

Skills Type Skills details
Application of Number Through the quantitative areas integrated throughout the entire module.
Communication Oral communication will be developed through class participation and group work. Written communication will be developed through case preparation, assessment preparation, note taking and information based dialogue.
Improving own Learning and Performance Through both class and self-directed learning.
Information Technology Basic of data analysis will be done using excel.
Personal Development and Career planning Development of skills, theory and analysis capabilities to allow effective management decisions.
Problem solving Identification of business issues related to marks and marketing functions. Identification of the relevant information for decisions and formulation of decisions.
Research skills Qualitative methods, survey methods and basic preparation and analysis.
Subject Specific Skills Marketing theoretical and applications; Competition based strategy; Qualitative and survey methods; Marketing segmentation and applications;
Team work Through class preparation, the use of breakout group work, case preparation and through the group assessment


This module is at CQFW Level 7