Gwybodaeth Modiwlau

Module Identifier
Module Title
Marketing Management
Academic Year
Semester 1
Reading List
Other Staff

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment Written report  2000 Words  50%
Semester Exam 2 Hours   Exam  50%
Supplementary Assessment Written report  2000 Words  50%
Supplementary Exam 2 Hours   Exam  50%

Learning Outcomes

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

1. Articulate and critically evaluate the practice of marketing management and its application in marketing today.

2. Analyse different aspects of marketing and understand management activities in relation to them.

3. Demonstrate know ledge of the role management play s in marketing strategies and campaigns.

4. Apply marketing principles to evaluate and discuss different marketing strategies.

5. Demonstrate an understanding of the importance of consumers and marketing communications in the management process.

6. Demonstrate a critical awareness of the role of culture and marketing in the global marketplace and their role in relation to management activities.

Brief description

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.


• 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.

Module Skills

Skills Type Skills details
Application of Number
Communication Seminars will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills.
Improving own Learning and Performance This will be obtained via the seminars, coursework and interaction within lectures.
Information Technology 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.
Personal Development and Career planning 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.
Problem solving Students will gain problem solving skills as part of their coursework assessment and classroom/tutorial exercises.
Research skills The coursework and tutorials will need a certain amount of market research which the student will undertake, gaining key research skills .
Subject Specific Skills A deeper understanding and the ability to critically evaluate management activities in relation to marketing – which are a major part of business today.
Team work Classroom exercises and seminar work will improve teamwork skills for the students.


This module is at CQFW Level 5