Marketing Management

Cod y Modiwl: AB27120
Teitl y Modiwl: Marketing Management
Blwyddyn Academaidd: 2026/2027
Semester: Semester 1
Cyd-gysylltydd y Modiwl: Dr Jonathan Fry
Rhestr Ddarllen: Gweld ar Aspire
Rhagofynion: AB17120 neu CB17120
Staff Eraill sy'n Cyfrannu: Dr Julie Jones; Dr Matthew Price; Mr Fayedh Ayub; Professor Homagni Choudhury; Dr Jonathan Fry; Mrs Nerys Fuller-Love

Dulliau Asesu

Math o Asesiad	Manylion Asesiad	Cyfran
Asesiad Semester	Report: 2000 Words	50%
Asesiad Semester	Edumundo Group Report, Personal Reflection: Edumundo Team Scenario 2000 Words	50%
Asesiad Ailsefyll	Report: 2000 Words	50%
Asesiad Ailsefyll	Individual Report: 2000 Words	50%

Canlyniadau Dysgu

Wedi cwblhau'r modiwl dylai'r myfyrwyr fedru:

Articulate and critically evaluate the practice of marketing management and its application in marketing today.
Analyse different aspects of marketing and understand management activities in relation to them.
Demonstrate know ledge of the role management play s in marketing strategies and campaigns.
Apply marketing principles to evaluate and discuss different marketing strategies.
Demonstrate an understanding of the importance of consumers and marketing communications in the management process.
Demonstrate a critical awareness of the role of culture and marketing in the global marketplace and their role in relation to management activities.

Disgrifiad cryno

The overall success of an organization is dependent on the relationship established between marketing management and strategy. It is essential for marketing to inform strategy, and for the organization to maintain an operational focus on market needs. This module develops an understanding of the manner in which the commercial focus of an organization is informed and directed by marketing management.

Cynnwys

• Define Marketing Management: The definition of a market-focused organization. The identification of processes that contribute to market focus. These processes are the strategic development process and the operationalization of marketing management.

• Models of Marketing Management: The frameworks and models used in analysis by marketing managers. This w ill include portfolios, the product life cycle, customer and competitor analysis.

• Brand Management: The management of brands through the application or marketing tools.

• Marketing Plans: 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.

Sgiliau Modiwl

Math o Sgiliau	Manylion Sgiliau
Cyfathrebu	Seminars will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills.
Datblygu personol a chynllunio gyrfa	Both formalised delivery and assessment components align to a deeper and more full understanding of the skills, concepts, frameworks and the students career planning and aspirations.
Datrys Problemau	Students will gain problem solving skills as part of their coursework assessment and classroom/tutorial exercises.
Gwaith Tim	Classroom exercises and seminar work will improve teamwork skills for the students.
Gwella dysgu a pherfformiad ei hun	This will be obtained via the seminars, coursework and interaction within lectures.
Sgiliau pwnc penodol	A deeper understanding and the ability to critically evaluate management activities in relation to marketing – which are a major part of business today.
Sgiliau ymchwil	The coursework and tutorials will need a certain amount of market research which the student will undertake, gaining key research skills .
Technoleg Gwybodaeth	Students will be expected to make appropriate use of word processing and presentational software in their coursework. Also they should make use of blackboard and on-line research.

Nodau

Mae'r modiwl hwn yn cydymffurfio a FfCChC Lefel 5