Module Information

Module Identifier
Module Title
Academic Year
Semester 1
Other Staff

Course Delivery

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   Unseen written examination  100%
Supplementary Exam 3 Hours   Unseen written examination  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.


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.


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.

Module Skills

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.

Reading List

General Text
([1985-]) Journal of marketing management. Academic Press. Primo search
Recommended Text
Aaker, D (2003) Strategic Marketing Management Wiley Primo search Kotler, P and K Keller (2005) Marketing Management 12th Edition London: Pearson Education Primo search Kotler, P., Armstrong, G., J and V Wong (2005) Principles of Marketing 4th Edition London: Pearson Education Primo search McDonald, M (1999) Marketing Plans. How to prepare them: how to use them 4th Edition Oxford: Butterworth-Heinemann Primo search Zeithaml, Valarie A. (2003.) Services marketing :integrating customer focus across the firm /by Valarie A. Zeithaml and Mary Jo Bitner. McGraw-Hill/Irwin Primo search European journal of marketing. MCB Publications Ltd. Harvard Business Review Primo search Journal of Marketing Journal articles will be recommended for further study. These articles will be available on the University library electronic access systems. Primo search Journal of Strategic Marketing Primo search


This module is at CQFW Level 6