Marketing Managment Strategy

Module Identifier
ABM7120
Module Title
Marketing Managment Strategy
Academic Year
2027/2028
Semester
Semester 1
Co-ordinator
Dr Julie Jones
Reading List
View on Aspire
Other Staff
Dr Julie Jones
Dr Aloysius Igboekwu
Professor Homagni Choudhury

Assessment

Assessment Type

Assessment details

Proportion
Semester Assessment Written report: 3000 Words 40%
Semester Exam Written examination: 3 Hours covering the contents of the lectures and seminars 60%
Supplementary Assessment Written report: 3000 Words 40%
Supplementary Exam Written examination: 3 Hours covering the contents of the lectures and seminars 60%

Learning Outcomes

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

  1. * Critically evaluate the role of marketing in organizations and society, and explain the relevance to marketing strategy of the theory of value creation
  2. * Identify and critically evaluate mechanisms of communicating and delivering value in markets
  3. * Articulate and critically evaluate strategies for marketing management in competitive consumer and business markets
  4. * Explain the rationale for marketing decisions relevant to partnerships, relationships, value chains and networks
  5. * Critically evaluate the contribution of e-marketing and online resources to an organization’s marketing strategy

Brief description

This module deals with identifying, entering and developing markets. The module provides a thorough grounding in the theories, concepts and techniques of marketing, by examining strategic marketing concepts and models. A general management approach is used to identify relationships and market orientation as key premises for business management. The module evaluates the role of marketing in contemporary organizational environments

Content

* Modern marketing management
* Marketing planning and strategy, marketing research and insights
* Customer connection in business and consumer markets
* Branding and competitive dynamics
* Creating value
* Pricing value
* Delivering value
* Communicating value
* Holistic marketing and society
* Marketing expansion

Module skills

Skills type

Skills details
Application of Number Through the quantitative areas integrated throughout the entire module
Communication Oral communication will be developed through class participation and group work. Written communication will be developed through case preparation, assessment preparation, note taking and information based dialogue
Improving own Learning and Performance Through both class and self-directed learning
Information Technology Basic of data analysis will be done through excel
Personal Development and Career planning Development of skills, theory analysis capabilities to allow effective management decisions
Problem solving Identification of business issues related to marks and marketing functions. Identification of the relevant information for decisions and formulation of decisions
Research skills Qualitative methods, survey methods and basic preparation and analysis
Subject Specific Skills Marketing theoretical and applications; Competition based strategy; Qualitative and survey methods; Marketing segmentation and applications;
Team work Through class preparation, the use of breakout group working case preparation and through the group assessment

Notes

This module is at CQFW Level 7