Module Information
Module Identifier
BM37205
Module Title
Marketing Management
Academic Year
2021/2022
Co-ordinator
Semester
Semester 1
Also available in
Exclusive (Any Acad Year)
Nil
Other Staff
Course Delivery
Assessment
Due to Covid-19 students should refer to the module Blackboard pages for assessment details
| 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.
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.
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.
• 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 |
|---|---|
| The coursework will need a certain amount of market research which the student will undertake, gaining key research skills | |
| Students will gain problem solving skills as part of their coursework assessment and classroom/tutorial exercises. | |
| A deeper understanding and the ability to critically evaluate management activities in relation to marketing – which are a major part of business today. | |
| The presentation will give the student verbal as well as presentation communication skills whereas the coursework will give valuable business oriented communication skills | |
| 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. |
Notes
This module is at CQFW Level 6