Gwybodaeth Modiwlau

Module Identifier
BM37205
Module Title
Marketing Management
Academic Year
2022/2023
Co-ordinator
Semester
Semester 1
Also available in
Exclusive (Any Acad Year)
Nil
Other Staff

Course Delivery

 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Report  Report on marketing strategies 1500 Words  100%
Supplementary Assessment Report  Report on marketing strategies 1500 Words  100%

Learning Outcomes

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

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.

Brief description

Marketing Management identifies market opportunities and comes out with appropriate strategies for exploring those opportunities profitably. By implementing a marketing programme and continuously evaluating the effectiveness of the marketing mix
Therefore, the overall success of an organization is dependent on the relationship established between marketing management and strategy. This module develops an understanding of the manner in which the commercial focus of an organization is informed and directed by marketing management.

Aims

The aims of this module are:
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.

Content

• 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.

• Integrated Marketing programmes

• Dealing with competition and Core Competencies

• Marketing Performance: The measurement of marketing performance and marketing control at strategic and operational levels.

Module Skills

Skills Type Skills details
Creative Problem Solving Students will gain problem solving skills as part of their coursework assessment and classroom/tutorial exercises.
Critical and analytical thinking The coursework will need a certain amount of market research which the student will undertake, gaining key research skills
Digital capability 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.
Professional communication The presentation will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication 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.

Notes

This module is at CQFW Level 6