Courses :: Module, MARKETING MANAGEMENT

	Overview
	This course offers a middle-manager�s perspective on managing marketing in organisations. The structure of this course follows the logic of management through eight interconnected marketing themes: 1) Understanding customers (covering consumer behaviour and market research) 2) Understanding competition (covering competitive structure of an industry and competitive intelligence) 3) Creating competitive advantage (covering competitive strategies, market segmentation, product management and branding) 4) Managing marketing communications (covering communication mix and marketing planning) 5) Managing distribution (covering distribution strategies) 6) Managing customer satisfaction (covering customer relationship management and service marketing) 7) Capturing value for the company (covering pricing approaches and strategies) 8) Managing marketing efficiency (covering financial and non-financial marketing metrics)

Overview

This course offers a middle-manager�s perspective on managing marketing in organisations. The structure of this course follows the logic of management through eight interconnected marketing themes:
1) Understanding customers (covering consumer behaviour and market research)
2) Understanding competition (covering competitive structure of an industry and competitive intelligence)
3) Creating competitive advantage (covering competitive strategies, market segmentation, product management and branding)
4) Managing marketing communications (covering communication mix and marketing planning)
5) Managing distribution (covering distribution strategies)
6) Managing customer satisfaction (covering customer relationship management and service marketing)
7) Capturing value for the company (covering pricing approaches and strategies)
8) Managing marketing efficiency (covering financial and non-financial marketing metrics)

	Learning Outcomes
	On successful completion of the module, students should be able to: Explain and critique the importance of marketing management in the modern organisation. Analyse and discuss the role of marketing analysis in different areas of business. Critically evaluate the role that marketing research can play as a decision aiding tool, as well as its limitations. Demonstrate and employ important workplace skills (e.g. co-operation, teamwork, meeting deadlines, problem solving, project management, presenting professional written and oral case study reports) in case study work. Explain the role of positioning strategy, branding and new product development in different business environments Explain and critique the importance of services marketing management in a global competitive business environment.

Learning Outcomes

	Autumn Supplementals/Resits
	Any continuous assessment mark will be carried forward.. University scheduled written examination (Autumn): 120 minutes

Autumn Supplementals/Resits

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MARKETING MANAGEMENT

Semester 1

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